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

Part of: Human Behaviour and Design

Published online by Cambridge University Press:  11 June 2020

N. Yashmi ,
E. Momenzadeh ,
S. Taghipour Anvari ,
P. Adibzade ,
M. Moosavipoor ,
M. Sarikhani  and
K. Feridouni
N. Yashmi*
Affiliation:
Bahar E-Commerce Services, Iran
E. Momenzadeh
Affiliation:
Bahar E-Commerce Services, Iran
S. Taghipour Anvari
Affiliation:
University of Tehran, Iran
P. Adibzade
Affiliation:
Tehran University of Art, Iran
M. Moosavipoor
Affiliation:
infinityDesign, Iran
M. Sarikhani
Affiliation:
Bahar E-Commerce Services, Iran
K. Feridouni
Affiliation:
Bahar E-Commerce Services, Iran
*
*yashmi@bahar.finance

Abstract

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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.

Keywords

human behaviourinterface managementhuman-centred designonline paymente-commerce
Type
Article
Information
Proceedings of the Design Society: DESIGN Conference , Volume 1 , May 2020 , pp. 1589 - 1596
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2020. Published by Cambridge University Press

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