Face it - Photos don't make a web site trustworthy.
Presented at: UNSPECIFIED.
Use of staff photographs is frequently advocated as a means of increasing customer confidence in an e-shop. However, these claims are not conceptually or empirically grounded. In this paper we describe a qualitative study, which elicited customer reactions towards an e-commerce site that displayed staff photographs and links to richer media. The results suggest that employing social and affective cues, particularly in the form of photos, can be a risky strategy. To be effective they should be combined with functionality and targeted specifically at the user types we identified.
|Type:||Conference item (UNSPECIFIED)|
|Title:||Face it - Photos don't make a web site trustworthy|
|Keywords:||Affective cues, E-commerce, e-CRM, Social cues, Trust|
|UCL classification:||UCL > School of BEAMS > Faculty of Engineering Science
UCL > School of BEAMS > Faculty of Engineering Science > Computer Science
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