@inproceedings{48784783981649578d9010bda723d340,
title = "The correlation between visual complexity and user trust in on-line shopping: Implications for design",
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.",
author = "Tseng, {Kai Ti} and Tseng, {Yuan Chi}",
year = "2014",
doi = "10.1007/978-3-319-07227-2_10",
language = "English",
isbn = "9783319072265",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
number = "PART 3",
pages = "90--99",
booktitle = "Human-Computer Interaction",
address = "Germany",
edition = "PART 3",
note = "16th International Conference on Human-Computer Interaction: Applications and Services, HCI International 2014 ; Conference date: 22-06-2014 Through 27-06-2014",
}