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Online persuasion for e-commerce websites

Alhammad, M. M. and Gulliver, S. ORCID: (2014) Online persuasion for e-commerce websites. In: The 28th british human computer interaction, 9 - 12 September 2014, Southport, UK.

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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.

Item Type:Conference or Workshop Item (Paper)
Divisions:Henley Business School > Business Informatics, Systems and Accounting
ID Code:37599
Uncontrolled Keywords:E-Commerce, Persuasive System Design, Persuasion Context, Design Principles

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