Abstract
In this analytical research, the dependency of trust on the user interface in e-commerce has been reviewed. The approach of this case study on payment gateways (PGs) was a combination of the cross-sectional analysis and empirical study. First, the situation of a PG was evaluated in the marketing campaign. Then, the UI of 8 famous PGs was redesigned and 160 volunteers ranked the credibility of each page. Finally, the highest-ranked page was implemented, and the campaign was repeated. Results showed the users who trusted increased from 23.4% to 54.5% due to a new UI design.
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Yashmi, N., Momenzadeh, E., Taghipour Anvari, S., Adibzade, P., Moosavipoor, M., Sarikhani, M., & Feridouni, K. (2020). THE EFFECT of INTERFACE on USER TRUST; USER BEHAVIOR in E-COMMERCE PRODUCTS. In Proceedings of the Design Society: DESIGN Conference (Vol. 1, pp. 1589–1596). Cambridge University Press. https://doi.org/10.1017/dsd.2020.103
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