Cultural influences on users’ disposition for decision accuracy and trust in e-commerce [Archived]

February 21, 2008
Title: Cultural influences on users’ disposition for decision accuracy and trust in e-commerce
Duration: One Semester
Responsible TA: Li Chen
Goals: The goal of this project is to design and implement a prototype vacation package recommendation system through blog articles that the users are interested.
Keywords: qualitative user study design, statistical analysis
Abstract:

In recent years, although many researches have emerged to study the antecedents and subsequences of user trust in online environments, they were mostly targeted to a relatively narrow range of people, i.e. the people from similar cultures or same nationality. Few works have in depth investigated whether the cultural background will have effect on users’ decision behavior and more importantly their subjective perception formation in e-commerce. The goal of the project is therefore to resolve the problem by means of user interviews and qualitative survey. We aim to revealing the actual role of cultural background in users’ disposition for decision accuracy and trust, so as to finally identifying the set of website design guidelines to be useful for a more general range of consumers.

Project Results:
  • Implementation of online questionnaire;
  • Qualitative user study design;
  • Participants recruitment;
  • Results analysis and report.
Required Skills
  • Online survey implementation (HTML/PHP)
  • Statistical analysis basis