Document Details

Document Type : Thesis 
Document Title :
Building a Local Framework for Assessing the Credibility of Websites
بناء إطار لتقييم مصداقية المواقع الإلكترونية المحلية
 
Subject : Faculty of Computing and Information Technology 
Document Language : Arabic 
Abstract : Website credibility, which refers to the believability of a website and its presented content, plays an important role in consumers’ successful online shopping and their satisfaction with the process. The purpose of this research is to (1) investigate the e-commerce credibility factors affecting the perception of users in Saudi Arabia; (2) to investigate whether the variation of credibility factors in Saudi Arabia e-commerce websites influences users’ performance; (3) to investigate whether the novice consumer’s perception differs from the expert consumer’s; and lastly, (4) to investigate whether a website’s credibility level affects consumers’ purchase behaviour. The investigation is conducted using two credibility evaluation methods: heuristic evaluation and performance measurement. This study adopts Fogg’s 10 Stanford credibility guidelines as the starting point for heuristic evaluation. Moreover, in performance measurement, two measurements are used—that is, the amount of time taken to finish the task and the total number of clicks to finish the task—to obtain the data. 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 Saudi Arabian e-commerce with minor modification and expansion by adding reputation, endorsement, security, and service diversity guidelines. Another important finding is that professional website design plays a vital role in users’ first impressions of websites, as usability is the most-mentioned credibility factor. Lastly, the results of this study indicate the existence of a relationship between the credibility level of an e-commerce website and its users’ performance and purchase behaviour. This study contributes by providing a set of credibility guidelines associated with specific criteria that can assist in improving the future of e-commerce in Saudi Arabia. Further, it presents a general understanding about and insights into consumers’ performance and their perceptions of e-commerce websites’ credibility. 
Supervisor : Dr. Khalid Al-Omar 
Thesis Type : Master Thesis 
Publishing Year : 1440 AH
2019 AD 
Added Date : Tuesday, August 27, 2019 

Researchers

Researcher Name (Arabic)Researcher Name (English)Researcher TypeDr GradeEmail
شهد عبدالله خوجهKhoja, Shahad AbdullahResearcherMaster 

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