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Evaluating Trust in Electronic Commerce: A Study Based on the Information Provided on Merchants' Websites
F. Meziane and M. K. Kasiran
The Journal of the Operational Research Society
Vol. 59, No. 4 (Apr., 2008), pp. 464-472
Stable URL: http://www.jstor.org/stable/30133024
Page Count: 9
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Lack of trust has been identified as a major problem hampering the growth of Electronic Commerce (EC). It is reported by many studies that a large number of online shoppers abandon their transactions because they do not trust the website when they are asked to provide personal information. To support trust, we developed an information framework model based on research on EC trust. The model is based on the information a consumer expects to find on an EC website and that is shown from the literature to increase his/her trust towards online merchants. An information extraction system is then developed to help the user find this information. In this paper, we present the development of the information extraction system and its evaluation. This is then followed by a study looking at the use of the identified variables on a sample of EC websites.
The Journal of the Operational Research Society © 2008 Operational Research Society