Riegelsberger, J;
Sasse, MA;
McCarthy, JD;
(2003)
Trust at First Sight? A Test of Users' Ability to Identify Trustworthy E-Commerce Sites.
In:
Proceedings of HCI 2003: People and Computers XVII — Designing for Society 2004.
(pp. 243 - 259).
Springer: UK: London.
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Abstract
Consumer trust in e-commerce is a key concern in current HCI research. In this paper, we report a study that investigated (1) if users can correctly identify trustworthy vendors based on cues they perceive in the interface. A further aim was to test (2) if users’ judgement can be influenced by the introduction of an affective element — an employee photo. Since such elements have been reported to have negative effects on usability, we also checked for (3) effects of the photo on users’ visual gaze pattern and task performance when interacting with the sites. At first sight of a page, users’ ability to identify trustworthy vendors was not better than chance. Only after detailed exploration could users reach correct trust decisions. A photo only had an effect on participants’ first impression of a vendor. We did not find effects of the photo on task performance.
| Type: | Proceedings paper |
|---|---|
| Title: | Trust at First Sight? A Test of Users' Ability to Identify Trustworthy E-Commerce Sites |
| Event: | HCI 2003: People and Computers XVII — Designing for Society |
| Dates: | 2003-09-08 - 2003-09-12 |
| ISBN-13: | 978-1-85233-766-7 |
| Open access status: | An open access version is available from UCL Discovery |
| DOI: | 10.1007/978-1-4471-3754-2_15 |
| Publisher version: | https://doi.org/10.1007/978-1-4471-3754-2_15 |
| Language: | English |
| Additional information: | This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions. |
| Keywords: | E-commerce, web design, consumer trust, surface cues, interpersonal cues, eye-tracking, affective trust, decision-making, photos |
| UCL classification: | UCL UCL > Provost and Vice Provost Offices UCL > Provost and Vice Provost Offices > UCL BEAMS UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science |
| URI: | https://discovery.ucl.ac.uk/id/eprint/20286 |
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