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 validation. This is then followed by a study looking at the use of the identified variables on a sample of EC websites.
IntroductionNew technologies have deeply modified traditional forms of social relations and communications, in particular norms, social rules, hierarchies, familiarity, reputation, delegation and trust [Castelfranchi and Pedone, 2003]. This is certainly true for Businessto-Consumers (B2C) Electronic Commerce (EC However, there are many hindrance factors which cause EC to not reach its full potential and consumers lack of trust has often been identified as one of the main reasons for the disappointing development of B2C EC [Luo, 2002;Merrilees and Fry, 2003;Corbitt et al., 2003;Cazier et al, 2006]. This leads consumers to perceive the Web as a world of chaos, offering both opportunities and threats [Cheskin, 1999]. There are several critical failure factors that need to be addressed by the industry to ensure EC usage will continue to grow [Han and Noh, 1999]. Studies and reports by consumer associations, government organisations and academics identified some of these factors to include consumers dissatisfaction on the unstable EC systems, a low level of personal data security, disappointments with purchases such as non delivery of goods, hidden charges and difficulties in getting a refund and fraud [Han and Noh, 1999;Luo, 2002;Merrilees and Fry, 2003;Patton and Jøsang, 2004;Cazier et al, 2006]. These concerns are well justified as consumers' loss to Internet fraud has increased from US$3.2 millions in 1999 [Ba, and this continues to increase. It is generally perceived that it is relatively easy to set up a company in the digital world that appears legitimate but is actually a fraud [Ngai and Wat, 2002]. The question that many consumers are asking is "who to trust in the cyber space?" and most importantly, how to quantify trust? Many variables should be considered when attempting to quantify or just trying to understand the trust relationship between the vendor and the consumer. It is in this environment of risk and uncertainty that EC merchants must develop strategies for establishing trustworthiness, and that systems should be developed to assist consumers in assessing the level of trust they should place in an EC transaction [Patton and Jøsang, 2004].
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