The influence of trust building user interface elements of web shops on e-trust

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1 Citation (Scopus)

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.

Original languageEnglish
Title of host publicationHCI in Business, Government, and Organizations
Subtitle of host publicationeCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings
EditorsFiona Fui-Hoon Nah, Chuan-Hoo Tan
PublisherSpringer Verlag
Pages365-376
Number of pages12
ISBN (Print)9783319393957
DOIs
Publication statusPublished - 2016
Event3rd 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 - Toronto, Canada
Duration: 17 Jul 201622 Jul 2016

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9751
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference3rd 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
CountryCanada
CityToronto
Period17.07.201622.07.2016

Keywords

  • Conversion optimization
  • E-Commerce
  • E-Trust
  • Eye-tracking

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