Exploring the Impact of Persuasive Features on Customer Satisfaction Levels of E-Commerce Websites Based on the Kano Model

Abstract

This study investigated user needs and expectations in relation to the 28 persuasive features of the PSD model. It adopted the Kano's model of customer needs and expectations to examine perceive user satisfaction or dissatisfaction levels of the various system features on e-commerce websites. The findings provide guidelines for designing e-commerce platforms and website that seek to employ persuasive strategies to enhance user experience. It was observed that persuasive system features do not consistently affect user satisfaction and dissatisfaction levels. Features relating to dialogue support had the highest influence on user satisfaction levels; followed respectively by credibility support and primary task support. Social support features do not have a high influence on user satisfaction. No persuasive system feature emerged as a "must-be" feature.