%0 Journal Article
	%A Choon Ling Sia and  Yani Shi and  Jiaqi Yan and  Huaping Chen
	%D 2010
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 40, 2010
	%T Web Personalization to Build Trust in E-Commerce: A Design Science Approach
	%U https://publications.waset.org/pdf/4829
	%V 40
	%X With the development of the Internet, E-commerce is
growing at an exponential rate, and lots of online stores are built up to
sell their goods online. A major factor influencing the successful
adoption of E-commerce is consumer-s trust. For new or unknown
Internet business, consumers- lack of trust has been cited as a major
barrier to its proliferation. As web sites provide key interface for
consumer use of E-Commerce, we investigate the design of web site to
build trust in E-Commerce from a design science approach. A
conceptual model is proposed in this paper to describe the ontology of
online transaction and human-computer interaction. Based on this
conceptual model, we provide a personalized webpage design
approach using Bayesian networks learning method. Experimental
evaluation are designed to show the effectiveness of web
personalization in improving consumer-s trust in new or unknown
online store.
	%P 371 - 375