@inproceedings{3018e684cccf4cb0b8005d86fd832115,
title = "The influence of trust building user interface elements of web shops on e-trust",
abstract = "In this paper we examine how different trust building user interface elements in web shops affect trust in B2C Internet vendors (e-trust). We identified trust seals, consumer reviews and contact options as trust building elements and conducted an online experiment using multiple versions of a fictional web shop. Using a between-subjects design we presented participants with pages of the web shop containing these GUI elements. Afterwards subjects rated the e-trust. We found that only trust seals had a significant influence on e-trust. Since we expected a higher influence of the trust-building elements we additionally conducted an eye tracking study that showed that participants did not direct much attention to these elements, which we conclude is the reason for the weak influence of trust-building elements.",
keywords = "Conversion optimization, E-Commerce, E-Trust, Eye-tracking",
author = "Andreas Auinger and Werner Wetzlinger and Liesmarie Schwarz",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; 3rd International Conference on HCI in Business, Government, and Organizations: eCommerce and Innovation, HCIBGO 2016 and Held as Part of 18th International Conference on Human-Computer Interaction, HCI International 2016 ; Conference date: 17-07-2016 Through 22-07-2016",
year = "2016",
doi = "10.1007/978-3-319-39396-4_33",
language = "English",
isbn = "9783319393957",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer",
pages = "365--376",
editor = "Nah, {Fiona Fui-Hoon} and Chuan-Hoo Tan",
booktitle = "HCI in Business, Government, and Organizations",
address = "Germany",
}