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

Kai Ti Tseng, Yuan Chi Tseng

研究成果: Conference contribution

2 引文 斯高帕斯(Scopus)

摘要

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.

原文English
主出版物標題Human-Computer Interaction
主出版物子標題Applications and Services - 16th International Conference, HCI International 2014, Proceedings
發行者Springer Verlag
頁面90-99
頁數10
版本PART 3
ISBN(列印)9783319072265
DOIs
出版狀態Published - 2014 一月 1
事件16th International Conference on Human-Computer Interaction: Applications and Services, HCI International 2014 - Heraklion, Crete, Greece
持續時間: 2014 六月 222014 六月 27

出版系列

名字Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
號碼PART 3
8512 LNCS
ISSN(列印)0302-9743
ISSN(電子)1611-3349

Other

Other16th International Conference on Human-Computer Interaction: Applications and Services, HCI International 2014
國家Greece
城市Heraklion, Crete
期間14-06-2214-06-27

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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