Assessing trust in e-commerce website based on ranking of trust attributes
Part of : WSEAS transactions on business and economics ; Vol.7, No.2, 2010, pages 104-113
Issue:
Pages:
104-113
Abstract:
Trust has become one of most importance criterion in order to establish the e-Commerce. Previous study hasshown that, there are five most important trust attributes that should be placed in an e-Commerce website. However,consumers may not know about the trust attributes and incapable to search the attributes manually especially for thenew consumers. Besides, there are no proper tools available that can help the consumers to search all five trust attributesin an e-Commerce website. In order to overcome the problem, tool that can search the trust attributes should be developto help the customer to assess the trustworthiness level of an e-Commerce website. Since this study only focus on e-Commerce websites in United Kingdom (UK), United States (US) and Malaysia, data from the websites have beencollected to create patterns using regular expressions. Observation has shown that most of trust attributes are located in"Homepage" and "Contact us" pages. The proposed patterns then are applied into the prototype and the practicability ofthe prototype has been tested. ROC has been used to assign weight to each attributes depending on the rank of theimportance of the trust attributes to help the customer to assess and making a decision about the trustworthiness of an e-Commerce website. Precision, recall and f-measure have been used to measure the performance of the prototype and theresults show that the system performs almost same result by using manual search.
Subject:
Subject (LC):
Keywords:
information extraction, regular expression, e-commerce, trust
Notes:
Περιέχει γραφήματα, πίνακες και βιβλιογραφία
