Online Persuasion for E-Commerce Websites

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.

Content

Author and article information

Contributors

Muna M. Alhammad

Stephen R. Gulliver

Conference

Publication date: September 2014

Publication date (Print): September 2014

Pages: 264-269

Affiliations

[0001]University of Reading, Henley Business School

Whiteknights, Reading, UK

Article

DOI: 10.14236/ewic/HCI2014.42

SO-VID: 50b78be8-9a32-4320-a399-36e7252cf842

Copyright statement: © Muna M. Alhammad et al. Published by BCS Learning and Development Ltd. Proceedings of the 28th International BCS Human Computer Interaction Conference (HCI 2014), Southport, UK

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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

Conference acronym: HCI

Conference number: 28

Conference location: Southport, UK

Conference date: 9 - 12 September 2014

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: BCS Human Computer Interaction Conference (HCI 2014)

Product

Product Information: 1477-9358BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2014.42

Self URI (journal page): https://ewic.bcs.org/

Online Persuasion for E-Commerce Websites

Abstract