THE EFFECT OF INTERFACE ON USER TRUST; USER BEHAVIOR IN E-COMMERCE PRODUCTS

In this analytical research, the dependency of trust on the user interface in e-commerce has been reviewed. The approach of this case study on payment gateways (PGs) was a combination of the cross-sectional analysis and empirical study. First, the situation of a PG was evaluated in the marketing cam...

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Bibliographic Details
Published in:Proceedings of the Design Society: DESIGN Conference 2020-05, Vol.1, p.1589-1596
Main Authors: Yashmi, N., Momenzadeh, E., Taghipour Anvari, S., Adibzade, P., Moosavipoor, M., Sarikhani, M., Feridouni, K.
Format: Article
Language:English
Subjects:
Advertising campaigns
Aesthetics
Credibility
Customers
Design
Electronic commerce
Experiments
Marketing
Shopping
User behavior
User interface
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Summary:In this analytical research, the dependency of trust on the user interface in e-commerce has been reviewed. The approach of this case study on payment gateways (PGs) was a combination of the cross-sectional analysis and empirical study. First, the situation of a PG was evaluated in the marketing campaign. Then, the UI of 8 famous PGs was redesigned and 160 volunteers ranked the credibility of each page. Finally, the highest-ranked page was implemented, and the campaign was repeated. Results showed the users who trusted increased from 23.4% to 54.5% due to a new UI design.
ISSN:2633-7762
2633-7762
DOI:10.1017/dsd.2020.103