The correlation between visual complexity and user trust in on-line shopping: Implications for design

Kai Ti Tseng, Yuan Chi Tseng

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

Perceived visual aesthetics of a web site positively affects a user's credibility assessment of the site and less visual complex web page is associated with more favorable attitudes toward the page. Here we further investigate whether the visual complexity of a web site affects its aesthetic preference and as a consequence is associated with the users' credibility. Two experiments with on-line payment scenario were conducted. Experiment 1 shows users trust pages with higher text-based complexity more. Experiment 2 shows perceived image-based complexity is negatively correlated with credibility. Our results show text-based complexity and image-based complexity have different effects on the credibility of on-line shopping site. Designers can decrease image-based complexity of a web site to increase users' aesthetic preference and trust. This work can serve as the fundament to develop an automatic evaluation tools to predict the users' trust and preference of a web page based on the visual complexity computation.

Original languageEnglish
Title of host publicationHuman-Computer Interaction
Subtitle of host publicationApplications and Services - 16th International Conference, HCI International 2014, Proceedings
PublisherSpringer Verlag
Pages90-99
Number of pages10
EditionPART 3
ISBN (Print)9783319072265
DOIs
Publication statusPublished - 2014 Jan 1
Event16th International Conference on Human-Computer Interaction: Applications and Services, HCI International 2014 - Heraklion, Crete, Greece
Duration: 2014 Jun 222014 Jun 27

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
NumberPART 3
Volume8512 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other16th International Conference on Human-Computer Interaction: Applications and Services, HCI International 2014
CountryGreece
CityHeraklion, Crete
Period14-06-2214-06-27

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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    Tseng, K. T., & Tseng, Y. C. (2014). The correlation between visual complexity and user trust in on-line shopping: Implications for design. In Human-Computer Interaction: Applications and Services - 16th International Conference, HCI International 2014, Proceedings (PART 3 ed., pp. 90-99). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 8512 LNCS, No. PART 3). Springer Verlag. https://doi.org/10.1007/978-3-319-07227-2_10