Trust is a big part of how well e-commerce works and it is also a big part of how people decide what to
buy. As more and more business is done online, companies that want to build customer loyalty and
involvement must understand the complex relationship between trust and e-commerce. This study paper
looks at the many distinct aspects of trust in e-commerce and how it affects people’s actions. By looking at
the various aspects and causes of trust and how to build and keep trust, this study shows how businesses
can create a trustworthy online environment that makes customers happier and leads to long-term success.
Purpose: the objective of this study is to investigate how the impact of brand image, customer satisfaction,
usefulness, and convenience on trust and customer loyalty. Design/Methodology/Approach: this research is to
examine the factors that affect trust and customer loyalty by using secondary data analysis, archival study
approach. This study has been using three frameworks with combined from previous studies to create and
develop a new conceptual framework. F
E-customer loyalty in gamified trusted store platforms: a case study analysis...journalBEEI
Customer satisfaction, trust, and loyalty are the three most fundamental elements of e-marketing. Previous researchers have noted that satisfaction is a key factor in commanding loyalty. However, the relationship between satisfaction, trust, and loyalty is strongly dependent on the type of platform provided by digital stores. On the other hand, gamification in E-businesses has grown rapidly in recent years. In this context, it is necessary to explore the effects of gamification on e-customer satisfaction and loyalty. In this paper, it is argued that customer satisfaction alone cannot inspire loyalty. Simply speaking, customers’ satisfaction with gamified services can lead to developing trust and, in turn, loyalty. This research also presents a thorough review of the effect of store-related motivational factors, such as gamification, on trust. These factors include moderator and mediator variables. The hypotheses of this study are considered in the context of one of the largest online retail stores in Iran which enjoys a large market share in the Middle East. To this end, Lawshe content validity ratio is utilized and expert opinions are applied to the proposed model. Evaluation results, obtained through the smartPLS, established the robustness of our modeling in terms of reliability analysis, significance level analysis, discriminant validity analysis, coefficient of determination, model fitting, and cross-validation.
Offering A Model Of Evaluation Of Trust Suggesting Between Customers And E-St...Waqas Tariq
to succeed in the e-commerce depends on lots of factors; one of the important and vital ones is trust. In this Paper, we will suggest a model of Fuzzy Logical System which depicts some of the hidden relationships between the critical factors such as security, familiarity, and designing in a B2C commercial website on the one hand, and the competitive factor to other competitors on the other hand. We are going to find the impact of these factors on the decision-making process of people to buy through the B2C commercial websites, and we also will analyze how these factors influence the results of the B2C trading. The study also provides a device to sellers in order to improve their commercial websites; in addition, it provides on-line customers a helping device to buy through the commercial websites. In the study, the sample in the first questionnaire was the investigation of experts of e-commerce, and in the second one was the customers of commercial websites. Also, we have used the Expert Choice software to determine the priority of factors in the first questionnaire, and the SPSS and Excel software for sampling and analysis procedures to find the Fuzzy rules. Finally, we used the Fuzzy logical kit in the MATLAB software to analyze the factors which generate the model.
E-COMMERCE CREDIBILITY IN SAUDI ARABIA: CONSUMER PERSPECTIVEacijjournal
The purpose of this paper is to investigate the e-commerce credibility factors affecting the perception of
users in Saudi Arabia and, moreover, to investigate whether the variation of credibility factors in Saudi
Arabian e-commerce websites influence users' performance. Website credibility, which refers to the
believability of the website and its content, plays an important role in consumers’ successful online
shopping experience and satisfaction. This investigation is conducted by employing two credibility
evaluation methods: heuristic evaluation and performance measurement. This study adopts Fogg's 10
Stanford credibility guidelines as a starting point for the heuristic evaluation. In the performance
measurement method, two measurements are used: the amount of time needed to finish the task and the
total number of clicks taken to finish the task. A frequency analysis of the comments and a one-way ANOVA
test are used to establish the results. Three e-commerce websites in Saudi Arabia are selected. The findings
show that Fogg’s 10 Stanford credibility guidelines can be implemented in the Saudi Arabian e-commerce
context with minor modifications and expansions by adding reputation, endorsement, security, and service
diversity guidelines. Another important finding is that professional website design plays a vital role in
users' first impression of websites, while usability is the most important credibility factor investigated used
to evaluate the credulity of an e-commerce website. Lastly, the results of this study indicate a relationship
between the e-commerce credibility level and users’ performance. This paper contributes to the literature
by providing a set of credibility guidelines associated with specific criteria, which can be assessed to
improve the future of e-commerce in Saudi Arabia.
E-COMMERCE CREDIBILITY IN SAUDI ARABIA: CONSUMER PERSPECTIVEacijjournal
The purpose of this paper is to investigate the e-commerce credibility factors affecting the perception of users in Saudi Arabia and, moreover, to investigate whether the variation of credibility factors in Saudi Arabian e-commerce websites influence users' performance. Website credibility, which refers to the believability of the website and its content, plays an important role in consumers’ successful online shopping experience and satisfaction. This investigation is conducted by employing two credibility evaluation methods: heuristic evaluation and performance measurement. This study adopts Fogg's 10 Stanford credibility guidelines as a starting point for the heuristic evaluation. In the performance measurement method, two measurements are used: the amount of time needed to finish the task and the total number of clicks taken to finish the task. A frequency analysis of the comments and a one-way ANOVA test are used to establish the results. Three e-commerce websites in Saudi Arabia are selected. The findings show that Fogg’s 10 Stanford credibility guidelines can be implemented in the Saudi Arabian e-commerce context with minor modifications and expansions by adding reputation, endorsement, security, and service diversity guidelines. Another important finding is that professional website design plays a vital role in users' first impression of websites, while usability is the most important credibility factor investigated used to evaluate the credulity of an e-commerce website. Lastly, the results of this study indicate a relationship between the e-commerce credibility level and users’ performance. This paper contributes to the literature by providing a set of credibility guidelines associated with specific criteria, which can be assessed to improve the future of e-commerce in Saudi Arabia.
Purpose: the objective of this study is to investigate how the impact of brand image, customer satisfaction,
usefulness, and convenience on trust and customer loyalty. Design/Methodology/Approach: this research is to
examine the factors that affect trust and customer loyalty by using secondary data analysis, archival study
approach. This study has been using three frameworks with combined from previous studies to create and
develop a new conceptual framework. F
E-customer loyalty in gamified trusted store platforms: a case study analysis...journalBEEI
Customer satisfaction, trust, and loyalty are the three most fundamental elements of e-marketing. Previous researchers have noted that satisfaction is a key factor in commanding loyalty. However, the relationship between satisfaction, trust, and loyalty is strongly dependent on the type of platform provided by digital stores. On the other hand, gamification in E-businesses has grown rapidly in recent years. In this context, it is necessary to explore the effects of gamification on e-customer satisfaction and loyalty. In this paper, it is argued that customer satisfaction alone cannot inspire loyalty. Simply speaking, customers’ satisfaction with gamified services can lead to developing trust and, in turn, loyalty. This research also presents a thorough review of the effect of store-related motivational factors, such as gamification, on trust. These factors include moderator and mediator variables. The hypotheses of this study are considered in the context of one of the largest online retail stores in Iran which enjoys a large market share in the Middle East. To this end, Lawshe content validity ratio is utilized and expert opinions are applied to the proposed model. Evaluation results, obtained through the smartPLS, established the robustness of our modeling in terms of reliability analysis, significance level analysis, discriminant validity analysis, coefficient of determination, model fitting, and cross-validation.
Offering A Model Of Evaluation Of Trust Suggesting Between Customers And E-St...Waqas Tariq
to succeed in the e-commerce depends on lots of factors; one of the important and vital ones is trust. In this Paper, we will suggest a model of Fuzzy Logical System which depicts some of the hidden relationships between the critical factors such as security, familiarity, and designing in a B2C commercial website on the one hand, and the competitive factor to other competitors on the other hand. We are going to find the impact of these factors on the decision-making process of people to buy through the B2C commercial websites, and we also will analyze how these factors influence the results of the B2C trading. The study also provides a device to sellers in order to improve their commercial websites; in addition, it provides on-line customers a helping device to buy through the commercial websites. In the study, the sample in the first questionnaire was the investigation of experts of e-commerce, and in the second one was the customers of commercial websites. Also, we have used the Expert Choice software to determine the priority of factors in the first questionnaire, and the SPSS and Excel software for sampling and analysis procedures to find the Fuzzy rules. Finally, we used the Fuzzy logical kit in the MATLAB software to analyze the factors which generate the model.
E-COMMERCE CREDIBILITY IN SAUDI ARABIA: CONSUMER PERSPECTIVEacijjournal
The purpose of this paper is to investigate the e-commerce credibility factors affecting the perception of
users in Saudi Arabia and, moreover, to investigate whether the variation of credibility factors in Saudi
Arabian e-commerce websites influence users' performance. Website credibility, which refers to the
believability of the website and its content, plays an important role in consumers’ successful online
shopping experience and satisfaction. This investigation is conducted by employing two credibility
evaluation methods: heuristic evaluation and performance measurement. This study adopts Fogg's 10
Stanford credibility guidelines as a starting point for the heuristic evaluation. In the performance
measurement method, two measurements are used: the amount of time needed to finish the task and the
total number of clicks taken to finish the task. A frequency analysis of the comments and a one-way ANOVA
test are used to establish the results. Three e-commerce websites in Saudi Arabia are selected. The findings
show that Fogg’s 10 Stanford credibility guidelines can be implemented in the Saudi Arabian e-commerce
context with minor modifications and expansions by adding reputation, endorsement, security, and service
diversity guidelines. Another important finding is that professional website design plays a vital role in
users' first impression of websites, while usability is the most important credibility factor investigated used
to evaluate the credulity of an e-commerce website. Lastly, the results of this study indicate a relationship
between the e-commerce credibility level and users’ performance. This paper contributes to the literature
by providing a set of credibility guidelines associated with specific criteria, which can be assessed to
improve the future of e-commerce in Saudi Arabia.
E-COMMERCE CREDIBILITY IN SAUDI ARABIA: CONSUMER PERSPECTIVEacijjournal
The purpose of this paper is to investigate the e-commerce credibility factors affecting the perception of users in Saudi Arabia and, moreover, to investigate whether the variation of credibility factors in Saudi Arabian e-commerce websites influence users' performance. Website credibility, which refers to the believability of the website and its content, plays an important role in consumers’ successful online shopping experience and satisfaction. This investigation is conducted by employing two credibility evaluation methods: heuristic evaluation and performance measurement. This study adopts Fogg's 10 Stanford credibility guidelines as a starting point for the heuristic evaluation. In the performance measurement method, two measurements are used: the amount of time needed to finish the task and the total number of clicks taken to finish the task. A frequency analysis of the comments and a one-way ANOVA test are used to establish the results. Three e-commerce websites in Saudi Arabia are selected. The findings show that Fogg’s 10 Stanford credibility guidelines can be implemented in the Saudi Arabian e-commerce context with minor modifications and expansions by adding reputation, endorsement, security, and service diversity guidelines. Another important finding is that professional website design plays a vital role in users' first impression of websites, while usability is the most important credibility factor investigated used to evaluate the credulity of an e-commerce website. Lastly, the results of this study indicate a relationship between the e-commerce credibility level and users’ performance. This paper contributes to the literature by providing a set of credibility guidelines associated with specific criteria, which can be assessed to improve the future of e-commerce in Saudi Arabia.
The Identification Level of Security, usability and Transparency Effects on T...Waqas Tariq
This paper presents an Expert E-Commerce Trust System (EECTS), showing a possibility to confidence e-business processes by Adaptive Neuro-Fuzzy Inference Systems. The research has empirically tested the critical factors that influence an individual’s decision in the process of buying products or services online. The proposed model applies Adaptive Neuro-Fuzzy model to converging business processes to get the desired results. The system is adaptive since it uses neural network learning ability for its adaptation. The results of this study show that the security, web site design and familiarity, directly influence user’s trust in e-businesses since these factors lie the closest to the user and are deciding factors for the users and influence their decisions regarding transactions in e-commerce. These results can be of importance for vendors since they show how the customers perceive trust and which factors can directly influence their trust in a vendor and their experience with e-commerce and that the factors can play a deciding role on whether or not a customer will make a purchase. The study also provides a device for sellers to improve their commercial websites. The data was collected via interviews, surveys and B2C websites. Two questionnaires were used in this study. The first questionnaire was developed for e-commerce experts, and the second one was designed for the customers of commercial websites. Also, Expert Choice is used to determine the priority of factors in the first questionnaire, and MATLAB and Excel are used for developing the Fuzzy rules. Finally, the Fuzzy logical kit was used to analyze the generated factors in the model. New method was compared with previous Expert E-Commerce Trust System (EECTS) that developed by Fuzzy Logic system too.
Over the last decade and a half, the idea of online loyalty has been studied highly
in the literature, and still it endures to be a topic of persistent inquiry for both
researchers and companies. The incredible development of the Internet for both
marketing and online environment, in combination with the increasing desire of
customers to purchase online, has helped the development of diverse e-loyalty research
models. Literature on online shopping suggests trust on a brand and online shopping
as two main drivers for evolving effective long-term relationship but astonishingly a
complete model describing all major antecedents and consequences of trust on a brand
and online shopping is not available in the existing body of knowledge. All independent
factors in the model were individualistically predictive of intent to shop online and
supported the theoretical model by demonstrating the predicted direction of the
relationship
International Journal of Computational Engineering Research(IJCER)ijceronline
International Journal of Computational Engineering Research(IJCER) is an intentional online Journal in English monthly publishing journal. This Journal publish original research work that contributes significantly to further the scientific knowledge in engineering and Technology.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
This systematic literature review examines the effectiveness of user-generated content (UGC) in ecommerce marketing, specifically focusing on its impact on customer trust, engagement, and purchase
behavior. The review identifies key determinants of UGC effectiveness by analyzing multiple studies,
including source credibility, message relevance, and social influence. The findings confirm the positive
association between UGC and customer trust, highlighting the potential of UGC as a marketing tool for ecommerce businesses. However, gaps in the literature, such as limited exploration of demographic and
cultural differences, indicate the need for further research in this area. The findings from this systematic
literature review will help e-commerce businesses improve their marketing plans by utilizing usergenerated content to win over customers' trust and engagement.
The Internet has become an essential business platform for trading and selling products. Online customer expectations grow every day, so companies are forced to adopt a more planned approach towards e-commerce.
Customer’s buying behavior for online shoppingKetan Rai
It is era of Online Shopping every Age Group is using internet now these days , So i have research report on topic Customer’s buying behavior for online shopping ... it is based upon delhi based company " CITYWEB"
In the era of data-driven warfare, the integration of big data and machine learning (ML) techniques has
become paramount for enhancing defence capabilities. This research report delves into the applications of
big data and ML in the defence sector, exploring their potential to revolutionize intelligence gathering,
strategic decision-making, and operational efficiency. By leveraging vast amounts of data and advanced
algorithms, these technologies offer unprecedented opportunities for threat detection, predictive analysis,
and optimized resource allocation. However, their adoption also raises critical concerns regarding data
privacy, ethical implications, and the potential for misuse. This report aims to provide a comprehensive
understanding of the current state of big data and ML in defence, while examining the challenges and
ethical considerations that must be addressed to ensure responsible and effective implementation.
Cloud Computing, being one of the most recent innovative developments of the IT world, has been
instrumental not just to the success of SMEs but, through their productivity and innovative contribution to
the economy, has even made a remarkable contribution to the economic growth of the United States. To
this end, the study focuses on how cloud computing technology has impacted economic growth through
SMEs in the United States. Relevant literature connected to the variables of interest in this study was
reviewed, and secondary data was generated and utilized in the analysis section of this paper. The findings
of this paper revealed that there have been meaningful contributions that the usage of virtualization has
made in the commercial dealings of small firms in the United States, and this has also been reflected in the
economic growth of the country. This paper further revealed that as important as cloud-based software is,
some SMEs are still skeptical about how it can help improve their business and increase their bottom line
and hence have failed to adopt it. Apart from the SMEs, some notable large firms in different industries,
including information and educational services, have adopted cloud computing technology and hence
contributed to the economic growth of the United States. Lastly, findings from our inferential statistics
revealed that no discernible change has occurred in innovation between small and big businesses in the
adoption of cloud computing. Both categories of businesses adopt cloud computing in the same way, and
their contribution to the American economy has no significant difference in the usage of virtualization.
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The Identification Level of Security, usability and Transparency Effects on T...Waqas Tariq
This paper presents an Expert E-Commerce Trust System (EECTS), showing a possibility to confidence e-business processes by Adaptive Neuro-Fuzzy Inference Systems. The research has empirically tested the critical factors that influence an individual’s decision in the process of buying products or services online. The proposed model applies Adaptive Neuro-Fuzzy model to converging business processes to get the desired results. The system is adaptive since it uses neural network learning ability for its adaptation. The results of this study show that the security, web site design and familiarity, directly influence user’s trust in e-businesses since these factors lie the closest to the user and are deciding factors for the users and influence their decisions regarding transactions in e-commerce. These results can be of importance for vendors since they show how the customers perceive trust and which factors can directly influence their trust in a vendor and their experience with e-commerce and that the factors can play a deciding role on whether or not a customer will make a purchase. The study also provides a device for sellers to improve their commercial websites. The data was collected via interviews, surveys and B2C websites. Two questionnaires were used in this study. The first questionnaire was developed for e-commerce experts, and the second one was designed for the customers of commercial websites. Also, Expert Choice is used to determine the priority of factors in the first questionnaire, and MATLAB and Excel are used for developing the Fuzzy rules. Finally, the Fuzzy logical kit was used to analyze the generated factors in the model. New method was compared with previous Expert E-Commerce Trust System (EECTS) that developed by Fuzzy Logic system too.
Over the last decade and a half, the idea of online loyalty has been studied highly
in the literature, and still it endures to be a topic of persistent inquiry for both
researchers and companies. The incredible development of the Internet for both
marketing and online environment, in combination with the increasing desire of
customers to purchase online, has helped the development of diverse e-loyalty research
models. Literature on online shopping suggests trust on a brand and online shopping
as two main drivers for evolving effective long-term relationship but astonishingly a
complete model describing all major antecedents and consequences of trust on a brand
and online shopping is not available in the existing body of knowledge. All independent
factors in the model were individualistically predictive of intent to shop online and
supported the theoretical model by demonstrating the predicted direction of the
relationship
International Journal of Computational Engineering Research(IJCER)ijceronline
International Journal of Computational Engineering Research(IJCER) is an intentional online Journal in English monthly publishing journal. This Journal publish original research work that contributes significantly to further the scientific knowledge in engineering and Technology.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
This systematic literature review examines the effectiveness of user-generated content (UGC) in ecommerce marketing, specifically focusing on its impact on customer trust, engagement, and purchase
behavior. The review identifies key determinants of UGC effectiveness by analyzing multiple studies,
including source credibility, message relevance, and social influence. The findings confirm the positive
association between UGC and customer trust, highlighting the potential of UGC as a marketing tool for ecommerce businesses. However, gaps in the literature, such as limited exploration of demographic and
cultural differences, indicate the need for further research in this area. The findings from this systematic
literature review will help e-commerce businesses improve their marketing plans by utilizing usergenerated content to win over customers' trust and engagement.
The Internet has become an essential business platform for trading and selling products. Online customer expectations grow every day, so companies are forced to adopt a more planned approach towards e-commerce.
Customer’s buying behavior for online shoppingKetan Rai
It is era of Online Shopping every Age Group is using internet now these days , So i have research report on topic Customer’s buying behavior for online shopping ... it is based upon delhi based company " CITYWEB"
In the era of data-driven warfare, the integration of big data and machine learning (ML) techniques has
become paramount for enhancing defence capabilities. This research report delves into the applications of
big data and ML in the defence sector, exploring their potential to revolutionize intelligence gathering,
strategic decision-making, and operational efficiency. By leveraging vast amounts of data and advanced
algorithms, these technologies offer unprecedented opportunities for threat detection, predictive analysis,
and optimized resource allocation. However, their adoption also raises critical concerns regarding data
privacy, ethical implications, and the potential for misuse. This report aims to provide a comprehensive
understanding of the current state of big data and ML in defence, while examining the challenges and
ethical considerations that must be addressed to ensure responsible and effective implementation.
Cloud Computing, being one of the most recent innovative developments of the IT world, has been
instrumental not just to the success of SMEs but, through their productivity and innovative contribution to
the economy, has even made a remarkable contribution to the economic growth of the United States. To
this end, the study focuses on how cloud computing technology has impacted economic growth through
SMEs in the United States. Relevant literature connected to the variables of interest in this study was
reviewed, and secondary data was generated and utilized in the analysis section of this paper. The findings
of this paper revealed that there have been meaningful contributions that the usage of virtualization has
made in the commercial dealings of small firms in the United States, and this has also been reflected in the
economic growth of the country. This paper further revealed that as important as cloud-based software is,
some SMEs are still skeptical about how it can help improve their business and increase their bottom line
and hence have failed to adopt it. Apart from the SMEs, some notable large firms in different industries,
including information and educational services, have adopted cloud computing technology and hence
contributed to the economic growth of the United States. Lastly, findings from our inferential statistics
revealed that no discernible change has occurred in innovation between small and big businesses in the
adoption of cloud computing. Both categories of businesses adopt cloud computing in the same way, and
their contribution to the American economy has no significant difference in the usage of virtualization.
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The AIRCC's International Journal of Computer Science and Information Technology (IJCSIT) is devoted to fields of Computer Science and Information Systems. The IJCSIT is a open access peer-reviewed scientific journal published in electronic form as well as print form. The mission of this journal is to publish original contributions in its field in order to propagate knowledge amongst its readers and to be a reference publication. IJCSIT publishes original research papers and review papers, as well as auxiliary material such as: research papers, case studies, technical reports etc.
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In the realm of computer security, the importance of efficient and reliable user authentication methods has
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enhance computer security and highlights the potential of leveraging user behavior, specifically mouse
dynamics, in developing robust authentication systems.
The AIRCC's International Journal of Computer Science and Information Technology (IJCSIT) is devoted to fields of Computer Science and Information Systems. The IJCSIT is a open access peer-reviewed scientific journal published in electronic form as well as print form. The mission of this journal is to publish original contributions in its field in order to propagate knowledge amongst its readers and to be a reference publication.
Image segmentation and classification tasks in computer vision have proven to be highly effective using neural networks, specifically Convolutional Neural Networks (CNNs). These tasks have numerous
practical applications, such as in medical imaging, autonomous driving, and surveillance. CNNs are capable
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datasets. In this work, we have utilized three different datasets to investigate the efficacy of various preprocessing and classification techniques in accurssedately segmenting and classifying different structures
within the MRI and natural images. We have utilized both sample gradient and Canny Edge Detection
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augmentation improves the size and diversity of datasets for training the models for image classification
The AIRCC's International Journal of Computer Science and Information Technology (IJCSIT) is devoted to fields of Computer Science and Information Systems. The IJCSIT is a open access peer-reviewed scientific journal published in electronic form as well as print form. The mission of this journal is to publish original contributions in its field in order to propagate knowledge amongst its readers and to be a reference publication.
This research aims to further understanding in the field of continuous authentication using behavioural
biometrics. We are contributing a novel dataset that encompasses the gesture data of 15 users playing
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Support Vector Classifier (SVC), to determine the authenticity of specific user actions. Our most robust
model was SVC, which achieved an average accuracy of approximately 90%, demonstrating that touch
dynamics can effectively distinguish users. However, further studies are needed to make it viable option
for authentication systems. You can access our dataset at the following
link:https://github.com/AuthenTech2023/authentech-repo
This paper discusses the capabilities and limitations of GPT-3 (0), a state-of-the-art language model, in the
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In the realm of computer security, the importance of efficient and reliable user authentication methods has
become increasingly critical. This paper examines the potential of mouse movement dynamics as a
consistent metric for continuous authentication. By analysing user mouse movement patterns in two
contrasting gaming scenarios, "Team Fortress" and "Poly Bridge," we investigate the distinctive
behavioral patterns inherent in high-intensity and low-intensity UI interactions. The study extends beyond
conventional methodologies by employing a range of machine learning models. These models are carefully
selected to assess their effectiveness in capturing and interpreting the subtleties of user behavior as
reflected in their mouse movements. This multifaceted approach allows for a more nuanced and
comprehensive understanding of user interaction patterns. Our findings reveal that mouse movement
dynamics can serve as a reliable indicator for continuous user authentication. The diverse machine
learning models employed in this study demonstrate competent performance in user verification, marking
an improvement over previous methods used in this field. This research contributes to the ongoing efforts to
enhance computer security and highlights the potential of leveraging user behavior, specifically mouse
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application and its cloud service. We conducted an experiment that initiated a Man in the Middle attack
between an EV app and its cloud services. Our results showed that it is possible to launch attacks against
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The AIRCC's International Journal of Computer Science and Information Technology (IJCSIT) is devoted to fields of Computer Science and Information Systems. The IJCSIT is a open access peer-reviewed scientific journal published in electronic form as well as print form. The mission of this journal is to publish original contributions in its field in order to propagate knowledge amongst its readers and to be a reference publication.
The AIRCC's International Journal of Computer Science and Information Technology (IJCSIT) is devoted to fields of Computer Science and Information Systems. The IJCSIT is a open access peer-reviewed scientific journal published in electronic form as well as print form. The mission of this journal is to publish original contributions in its field in order to propagate knowledge amongst its readers and to be a reference publication.
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Understanding the Role of Customer Trust in E-Commerce
1. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
DOI: 10.5121/ijcsit.2023.15407 89
UNDERSTANDING THE ROLE OF CUSTOMER TRUST
IN E-COMMERCE
Istiak Khan and Noor Azizah Binti Mohamadali
Kulliyyah of Information and Communication Technology, International Islamic
University Malaysia, Kuala Lumpur, Malaysia
ABSTRACT
Trust is a big part of how well e-commerce works and it is also a big part of how people decide what to
buy. As more and more business is done online, companies that want to build customer loyalty and
involvement must understand the complex relationship between trust and e-commerce. This study paper
looks at the many distinct aspects of trust in e-commerce and how it affects people’s actions. By looking at
the various aspects and causes of trust and how to build and keep trust, this study shows how businesses
can create a trustworthy online environment that makes customers happier and leads to long-term success.
KEYWORDS
e-commerce, online purchasing, trust, customer loyalty, data privacy
1. INTRODUCTION
For e-commerce platforms to be successful, trust is essential. Unlike traditional storefronts,
online purchasing mostly depends on trust, where buyers may speak with merchants face-to-face
and inspect things. Customers must have faith in the sellers to fulfil their promises, the things
they buy to live up to their expectations, and the security of their personal and financial
information. Since there is no personal interaction, customers feel vulnerable when shopping
online. They can be worried about the quality of the products, dishonest business practices,
privacy and security, delivery dependability, and customer service. These worries make them less
likely to conduct business online, which could cost businesses sales opportunities. For businesses
to succeed in the digital marketplace, it is crucial to recognize and address the elements that
affect trust in e-commerce. By increasing trust, businesses can increase revenue, draw in new
clients, keep existing ones, and cultivate enduring relationships with their target market. Trust is a
crucial factor that impacts online consumer behaviour and e-commerce success. Therefore, it is
imperative to understand the role of trust in e-commerce and explore ways to enhance it.
This study focuses on trust in online business transactions and emphasizes important findings
from a previous literature assessment. Customer trust can be influenced by several factors,
including the design of a website, its usability, the availability of transparent pricing, and the
availability of simple return policies. Building trust requires both the reputation of an
organization and the acceptance of its peers. Trust can also be increased using secure payment
methods, SSL encryption, and transparent privacy rules. Customers are more likely to do
business with vendors they trust, and sustained success depends on satisfied customers who
return and help promote positive word-of-mouth.
Concerns about the abuse or theft of personal information can lead to a lack of trust; nonetheless,
businesses have a responsibility to take safeguards to secure customer information and respect
2. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
90
customers' right to privacy. Adopting innovative technology such as blockchain, artificial
intelligence, and virtual reality can boost customer confidence in online transactions, resulting in
an overall enhanced shopping experience.
2. METHODOLOGY
We used the Systematic literature review (SLR) methodology to collect and analyse existing
literature for this research paper. The research was conducted by searching for relevant studies
and articles from academics. This study, which examines the role of trust in e-commerce, intends
to learn more about how trust works in the age of digital commerce and give businesses
suggestions on how to acquire and maintain customers' trust.
2.1. Research Design
To compile and evaluate the body of knowledge already available about trust in e-commerce, this
study employed a systematic literature review (SLR) technique. SLR, a rigorous method that
seeks to locate, evaluate, and synthesize relevant research studies, helps researchers grasp the
topic.
2.2. Search Strategy
For the research, relevant studies and papers were looked up in scholarly databases like Scopus
and Google Scholar. The following keywords are used in the search: "Trust in E-commerce,"
"User Trust in E-Commerce," and "Effect on E-Trust,". Peer-reviewed publications from a
particular time are included in the search. The inclusion criteria for choosing studies consider
things like relevance to the research topic, peer-reviewed status, publication within a certain date,
and accessibility to full-text articles. Studies were not accepted if they didn't fit these
requirements.
2.3. Data Extraction
Using a standardized data extraction form, pertinent data was culled from a few chosen studies.
Authors, the year of publication, aims and methods of the study, major discoveries, and
conclusions were all included in the extracted data.
2.4. Data Analysis
The obtained data were analysed thematically to pinpoint important themes, ideas, and trends
associated with the function of trust in e-commerce. The study combined the results from many
studies and pinpointed overlaps, differences, and research gaps.
3. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
91
Table 1. Systematic literature review
Identification Screening Eligibility Included Studies
After scouring
academic databases
(IEEE, ResearchGate,
Google Scholar) with
a set of keywords
relating to “Trust in
E-commerce," "User
Trust in E-
Commerce," "Effect
on E-Trust," a total of
418 articles were
located
After eliminating
duplicates, we reviewed
the titles and abstracts of
254 papers. As a result
of not meeting the
inclusion criteria, 100
items were discarded at
this point.
The entire texts of the
remaining 64 articles
were evaluated for
inclusion. 15 articles
were discarded for
various reasons,
including a lack of
relevance to the research
questions or a lack of
emphasis on Trust in E-
commerce and Effect on
E-Trust.
In the end, 22
papers fulfilled the
criteria for inclusion
in the systematic
literature review.
Relevant
information and
data were extracted
from this research
after careful
analysis.
3. LITERATURE REVIEW
The studies were looked for in the Scopus and Google Scholar databases. using key search terms
like "Trust in E-commerce; User Trust in E-commerce; Effect on E-trust; literature review." Peer-
reviewed.
Trust in e-commerce is a multifaceted idea with many psychological and behavioural elements.
In the world of e-commerce, "trust" means that customers have faith that an online seller or
platform will meet their needs and look out for their best interests. It means trusting the seller's
credibility, skill, honesty, and kindness.
3.1. Building Trust in E-Commerce
For e-commerce platforms to draw and keep customers, they must be seen as trustworthy. Kim et
al. (2016) found that how a website looks, how easy it is to use, and how honest it greatly affects
how customers trust e-commerce platforms. Ha et al. (2017) say that clear return policies, safe
payment gateways, and clear pricing help build trust.
3.2. Reputation and Social Proof
Reputation is one of the most important ways e-commerce builds trust. People often use reviews
and customer scores to determine if they can trust a seller or product. (Cheung et al., 2008;)
found that positive reviews, high ratings, and endorsements from trustworthy sources affect
customers' trust and decisions about what to buy.
3.3. Trust in Online Transactions
Building trust still heavily relies on ensuring the security and privacy of online transactions. To
allay customer concerns, studies have shown the value of secure payment gateways, SSL
encryption, and open privacy policies (Hsieh et al., 2021;). It has been demonstrated that third-
party certifications and seals, including trust marks and badges, favour consumer trust in online
transactions. These accreditations indicate dependability and trustworthiness (Hossain et al.,
2021;). Many different tactics have been suggested to increase confidence in online transactions.
A few of them are providing thorough product information, offering guarantees or warranties,
and putting secure payment mechanisms in place (Vukovi et al., 2021;).
4. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
92
3.4. Trust's Effects on Purchase Intentions and Behaviour
Trust directly affects what customers want to buy and how they act when shopping online.
Studies have shown that people are more likely to buy from sellers and sites they trust (Koufaris,
2002). Higher confidence levels are linked to more online shopping, bigger shopping carts, and a
higher conversion rate (Keiningham et al., 2019;). Gefen (2000) says that trust is also a big
reason why customers buy from you again and why you can keep them for a long time.
According to Cyr et al. (2007), consumers' trust in e-commerce platforms is significantly affected
by their perception of the quality of websites they visit, including the visual design, usability, and
information quality. Customers are more likely to place their trust in a company with a website
that is aesthetically pleasing and simple to navigate. Regarding e-commerce, individuals'
intentions to make purchases are influenced favourably by trust. According to Gefen et al. (2000)
findings, trust and the desire to make a purchase is a significant and favourable connection.
Higher levels of trust give customers more confidence in the online retailers they shop with,
increasing their propensity to purchase.
3.5. Consumer Loyalty
Building customer loyalty in e-commerce is about building trust. Trustworthy e-commerce sites
make shopping a pleasant experience, which makes customers happy and keeps them coming
back. Kim et al. (2014) found that loyal customers are more likely to tell others about the
platform, which boosts its image and brings in new customers. Loyal customers make more
repeat purchases, contributing to the long-term income and profitability of e-commerce
enterprises (Liu et al., 2016). Regarding e-commerce, providing excellent customer service is one
of the key factors in retaining customers. According to Srinivasan et al. (2018), providing prompt
and effective customer care, personalized assistance, and excellent complaint resolution all
benefit customer loyalty.
3.6. Reducing Risk Perception
When consumers do business online, there is always an amount of risk perception. Trust reduces
risks by making things less uncertain and giving people more trust in buying decisions (Pavlou,
2003). Trustworthy e-commerce platforms take steps to deal with risk factors, such as giving full
product descriptions, offering warranties, and making it easy to return items. The need to provide
accurate and thorough product information, including in-depth descriptions and photographs, was
emphasized by Choi and Kim (2020). They also emphasized the importance of open return
policies and customer support in lowering perceived risk and fostering trust. According to
McKnight et al. (2002), increasing customer loyalty can be accomplished by establishing trust
using secure payment systems and privacy protection measures.
3.7. Trust in Emerging Technologies
Increased consumer confidence in online transactions may be possible with the help of
blockchain technology. Transparency in supply chains, product identification, and secure
transactions are all possible thanks to their decentralised and immutable nature (Fan et al., 2020).
Blockchain technology might be implemented on e-commerce sites to verify the legitimacy of
products and increase customer confidence in their purchases. AI-driven tools can help fight
fraud and boost confidence in online transactions. Users' actions can be analysed by sophisticated
algorithms to spot fraud or fake goods. Using AI-based solutions to automate fraud detection, e-
commerce platforms can lessen the likelihood of fraudulent transactions and increase users'
confidence in the site. Building trust requires enhancing the validity and veracity of online
5. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
93
reviews and ratings. E-commerce platforms can use verification processes to ensure that genuine
customers publish reviews. Chatbots, virtual assistants, and immersive experiences powered by
artificial intelligence are examples of how emerging technologies can make information
transmission more open, accurate, and accessible (Ngai et al., 2021).
3.8. Trust Recovery Strategies
The safety of their private and financial information is a major issue for online shoppers. The
widespread occurrence of data breaches and identity theft has caused users to lose faith in
Internet services. To combat this issue, e-commerce companies should use stringent security
measures, including encryption and two-factor authentication (Chan & Mishra, 2022). When trust
is broken, e-commerce platforms need effective ways to rebuild customer trust. It is essential to
invest in strong cybersecurity measures and ensure that the technological infrastructure is secure
to regain trust. According to Pavlou et al. (2019), addressing customer concerns over data
breaches and privacy can be aided by implementing encryption, using secure payment channels,
and the routine updating of security measures. According to Gommans et al. (2018), providing
consumers with responsive and effective customer service can help minimize the negative
impacts of trust violations and reestablish consumer confidence.
4. RESULT
Based on the literature review conducted above the figure for the role of trust in e-commerce is
constructed.
Figure 1. Role of Trust in E-Commerce
6. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
94
5. LIMITATIONS
5.1. Time Dependence
The literature evaluation is based on existing studies that were accessible at the time of the study
cutoff date. Because the e-commerce landscape and technologies are constantly evolving, the
findings may not accurately reflect the status of e-commerce confidence. The review may not
sufficiently reflect new developments and trends in the industry.
5.2. Lack of Primary Research
The research report is purely based on a systematic literature review, with no primary research or
empirical data. While the review contains useful insights from current studies, it may lack direct
observations and viewpoints from e-commerce consumers and businesses.
5.3. Limited Recommendations
While the research paper strives to advise businesses to improve e-commerce trust, the
recommendations may not be thorough or targeted to certain industries or business
circumstances. More research and case studies are required to generate more specific and
practical recommendations for establishing and maintaining confidence in e-commerce.
6. CONCLUSIONS
E-commerce can only thrive with consumers' faith in their purchases. The purpose of this
research was to examine the various facets of trust in online commerce and the effects it has on
shoppers. Key facts and insights have been obtained through a systematic literature study to
provide a holistic picture of trust in e-commerce. The results show that several elements, such as
website layout, safety precautions, product details, customer feedback, and seller reputation, all
play a role in establishing consumer confidence in online shopping. These elements significantly
influence consumers' trust and confidence in online platforms. The appearance of a website, its
ease of use, and the openness of its policies are all factors in establishing credibility in the eyes of
its visitors.
Trust is built in part through a person's reputation and social proof, such as recommendations
from others. Customers often look at the reviews and feedback of others before making a
purchase. Furthermore, guaranteeing the security and privacy of personal and financial
information is intimately tied to fostering confidence in online transactions. Trust can be
established using trusted payment processors, SSL encryption, and open privacy policies. Trust
shapes consumer actions, including consideration, conversion, and advocacy. The more confident
customers are on a website, the more likely they will purchase. To increase client retention and
generate new business, companies must prioritize earning their customers' trust. Businesses can
use various methods and best practices to boost consumers' confidence in online transactions.
Provide safe methods of payment, clear guidelines, and trustworthy service. Incorporating state-
of-the-art technologies like blockchain, AI, and VR can further strengthen credibility and elevate
the standard of service for online buyers. This research sheds light on why trust is so crucial to
the success of online businesses and how different elements affect consumers' willingness to shop
online. Businesses may establish credibility in the digital space, build loyal customer bases, and
thrive overall if they consider these considerations.
7. International Journal of Computer Science & Information Technology (IJCSIT) Vol 15, No 4, August 2023
95
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