Since 2014
E-Commerce Web Site Trust Assessment Based on Text Analysis
International Journal of Business and Information
View Archive Info| Field | Value | |
| Title |
E-Commerce Web Site Trust Assessment Based on Text Analysis
|
|
| Creator |
Soiraya, Banatus
Mingkhwan, Anirach Haruechaiyasak, Choochart |
|
| Description |
This paper reports the efficiency and effectiveness of our proposed text analysis module for a Web-site trust assessment system. One main factor that influences the level of trust for an e-commerce Web site is the textual content appearing on each Web page, especially the main page. The textual content refers to words,phrases, and sentences appearing on the page. A Web site that has a high trust level should contain meaningful keywords related to the e-commerce domain, such as return policy, payment option, and security. To analyze the textual content, our text analysis module adopts automatic classification techniques to learn from the example Web site data set. We perform experiments on two ecommercedomains (a jewelry store and a book shop) by using three wellknownclassification algorithms. A sample set of Web sites under each domain are collected and labeled as trust or untrust for performing our experiments. Two approaches for constructing the feature set are (1) using all extracted words from the textual contents (baseline), and (2) mapping extracted words into the meaningful groups of e-commerce terminology (EC-word). The best textanalysis result of 83.5% accuracy was obtained when the support vector machines based on a sequential minimal optimization (SMO) algorithm was applied with the EC-word feature set.
|
|
| Publisher |
International Business Academics Consortium
|
|
| Date |
2015-11-12
|
|
| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
|
| Format |
application/pdf
|
|
| Identifier |
https://ijbi.org/ijbi/article/view/27
|
|
| Source |
International Journal of Business and Information; Vol 3 No 1 (2008)
2520-0151 1728-8673 |
|
| Language |
eng
|
|
| Relation |
https://ijbi.org/ijbi/article/view/27/30
|
|
| Rights |
Copyright (c) 2015 International Journal of Business and Information
|
|