A trust agent for e-commerce: Looking for clues

被引：0

作者：

Hussin, ARC ^{[1
]}

Macaulay, L ^{[1
]}

Keeling, K ^{[1
]}

McGoldrick, P ^{[1
]}

机构：

[1] Univ Manchester, Sch Informat, Manchester M60 1QD, Lancs, England

来源：

2005 IEEE INTERNATIONAL CONFERENCE ON E-TECHNOLOGY, E-COMMERCE AND E-SERVICE, PROCEEDINGS | 2005年

关键词：

D O I：

暂无

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Features of trust or trust attributes are often presented to the consumer by some clues on the homepage. To date, which clue is associated with which trust attributes and the degree of the correlation between clues on the homepage and consumer perceptions towards trust attributes has received little attention. In a study with ninety sites, clues linked to trust attributes were identified and tested against consumer perceptions. The results show that clues correspond to the consumer searching strategy for trust attributes. The clues are used as a basis for developing a Personal Trust Agent (PTA) to assist consumers in assessing the trustworthiness of E-Commerce (EC) websites.

引用

页码：286 / 289

页数：4

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