Degree Name

Doctor of Philosophy


School of Computing and Information Technology


The Internet has many unique advantages, including high interaction, convenience, transparency and individualisation, which make its online transaction mode increasingly popular among businesses and consumers. In recent years, the volume and amount of transactions in the business-to-consumer (B2C) electronic commerce (e-commerce) market show a trend of rapid development. However, with the broad application of the e-commerce mode, hidden problems have begun to gradually emerge, and trust issues, arising from the anonymity and virtuality of online transactions, have become a bottleneck that restricts further development of e-commerce. Therefore, enterprises and academics have focused on how to increase the online trust of consumers.



Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong.