Persuasive web design in e-commerce

Abstract

This research is to investigate what persuasive tactics are utilized by current e-commerce Web sites, how consumers react to the persuasive triggers on e-commerce Web sites, and what about the relative importance of the salient persuasive factors that are salient to online consumers. A total of 15 persuasive tactics and 9 salient factors were identified from the data of Web site reviews and user interviews. The AHP analysis revealed that the persuasive factors appealing to a site's credibility and logic are more important than appealing to users' emotions. © 2014 Springer International Publishing.