E-Commerce Web Sites Trust Factors: An Empirical Approach

E-commerce web sites are attractive targets for web attackers. The wide media coverage about many successful attacks against many web sites makes e-customers more reluctant toward conducting online transactions via the web. The critical point in this situation is how to help e-customers decide whether a certain e-commerce web site is trusted or not and persuade them to proceed with their online transactions. Therefore, the major question that can be addressed is: what are the trust factors of e-commerce web sites in the eyes of e-customers? In this domain, the answer is not successfully addressed. Thus, this is considered as an important gap which should be filled. In response, this paper presents a novel approach which illustrates an empirical study that successfully identified the key factors for trusted e-commerce web sites.

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