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    Online Persuasion for E-Commerce Websites

    HCI 2014 - Sand, Sea & Sky - Holiday HCI

    Proceedings of the 28th International BCS Human Computer Interaction Conference (HCI 2014)

    Southport, UK, 9 - 12 September 2014

    AUTHORS

    Muna M. Alhammad & Stephen R. Gulliver

    ABSTRACT

    The persuasive design of e-commerce websites has been shown to support people with online purchases. Therefore, it is important to understand how persuasive applications are used and assimilated into e-commerce website designs. This paper demonstrates how the PSD model’s persuasive features could be used to build a bridge supporting the extraction and evaluation of persuasive features in such e-commerce websites; thus practically explaining how feature implementation can enhance website persuasiveness. To support a deeper understanding of persuasive e-commerce website design, this research, using the Persuasive Systems Design (PSD) model, identifies the distinct persuasive features currently assimilated in ten successful e-commerce websites. The results revealed extensive use of persuasive features; particularly features related to dialogue support, credibility support, and primary task support; thus highlighting weaknesses in the implementation of social support features. In conclusion we suggest possible ways for enhancing persuasive feature implementation via appropriate contextual examples and explanation.

    PAPER FORMATS

    PDF filePDF Version of this Paper (660kb)