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Trust at First Sight? A Test of Users' Ability to Identify Trustworthy E-Commerce Sites

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. Green open access

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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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