Online Persuasion for E-Commerce Websites

Abstract

The persuasive design of e-commerce websites has been shown to support people with online purchases. Therefore, it is important to understand how persuasive applications are used and assimilated into e-commerce website designs. This paper demonstrates how the PSD model's persuasive features could be used to build a bridge supporting the extraction and evaluation of persuasive features in such e-commerce websites; thus practically explaining how feature implementation can enhance website persuasiveness. To support a deeper understanding of persuasive e-commerce website design, this research, using the Persuasive Systems Design (PSD) model, identifies the distinct persuasive features currently assimilated in ten successful e-commerce websites. The results revealed extensive use of persuasive features; particularly features related to dialogue support, credibility support, and primary task support; thus highlighting weaknesses in the implementation of social support features. In conclusion we suggest possible ways for enhancing persuasive feature implementation via appropriate contextual examples and explanation.

The Evaluation of Online Persuasion Criteria on E-Commerce Website using Persuasive System Design (PSD) Model

“…The results suggest that persuasive technology features are extensively used and well implemented in successful e-commerce websites. This is in line with the findings on previous study (Alhammad & Gulliver, 2014;Abdul Hamid et al, 2019). Result shows that both e-commerce website highly associated with the primary task support features.…”

“…The previous study shows that dialogue support is most likely to influence online buying habit (Alhammad & Gulliver, 2014;Abdul Hamid et al, 2019). In dialogue support category, Lazada has implemented all principles except "Praise", while Shopee has implemented all principles to the website design under this category.…”

“…Online purchasing will cost an amount of money, it is crucial to increase user's ability by simplified the targeted behaviour. Prior study shows that personalisation was applied in 60% of successful e-commerce websites (Alhammad & Gulliver, 2014). This feature enhanced the users shopping experience and uniqueness by offered personalised suggestions based on users' interests.…”

“…The importance of e-commerce websites persuasiveness has been proven through prior studies. Findings from previous studies imply that persuasive design features have been widely applied in the successful e-commerce websites such as Amazon, eBay (Alhammad &Gulliver, 2014), andZalora (Abdul Hamid et al, 2019).…”

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“…The first step is to understand the seven key issues behind persuasive systems before implementing the system [10]. Then, analyze the persuasion context and recognize the intent (the intended change in behaviors and/or attitudes), the event (analyzing the use context, user context, and the technology context), and the strategies (identifying the route that will promote persuasion) for the use of a persuasive system [1]. Finally, design actual system qualities of a new information system or evaluate the features of an existing system that are categorized into four groups: primary task support (facilitating users' interaction with a system), dialogue support (improving dialogue between the user and the system in terms of system's feedback), credibility support (making the design of the system more credible), and social support (increasing user motivation) [10].…”