Global Analysis of Security and Trust Perceptions in Web Design for E-Commerce

摘要

Security and trust play a critical role in e-commerce transactions. Web sites project the trustworthiness of the business. In this regard, web design should take into account the user perceptions concerning security and trust in facilitating e-commerce. In this study, the authors focused on these two key aspects. Successful interaction with an e-commerce site depends on attracting and maintaining user's trust of the web business. To assess the security and trust perception, the authors designed and surveyed more than 1000 college students, a major group supporting e-commerce. The authors developed three hypotheses concerning e-commerce web site design with respect to trust, security, and privacy. In this paper, the authors identify important user expectations with regard to web site design and test the hypotheses. As E-commerce is global, this analysis includes results from other countries besides the U.S.