n South African Computer Journal - A trust model for E-commerce in South Africa : reviewed article




In this paper, the relative importance of trust and usability of E-commerce in South Africa is discussed. In order to investigate these issues, a heuristic evaluation and an empirical evaluation were conducted on a number of South African E-commerce sites. A comprehensive set of E-commerce design guidelines was compiled, which was used to conduct a heuristic evaluation of the selected E-commerce sites. The results of the heuristic evaluation indicated that a number of usability problems exist on the selected sites. The empirical evaluation results also identified a number of usability problems on the selected sites. A correlation analysis between the two sets of results was used to identify a number of E-commerce design guidelines that are of specific relevance to the South African E-commerce market. This paper proposes a trust model for E-commerce in South Africa, based on the guidelines that were identified as being significant for E-commerce in South Africa.


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