Designing for Trust on E-Commerce Websites Using Two of the Big Five Personality Traits

Abstract

Online consumers perceived performing an online transaction as risky. The inability to trust the website is one reason why online consumers are reluctant to perform an online transaction. In this research study, 46 design features are examined to identify features that are able to increase the value of trust. Eighty-nine individuals participated in this research study. Participants completed one questionnaire which was divided into four parts. The questionnaire collected information on demographics, personality traits, trust and website design features. Data were analysed using quantitative statistical methods. A pilot test was conducted prior to the main experiment. Results indicate there are sixteen design features that have the ability to increase the level of trust amongst participants with the neuroticism trait. Fourteen design features had the ability to increase the level of trust amongst participants with the conscientiousness personality trait. E-commerce website designers could use these design features to increase the online consumer’s perception of trust on e-commerce websites.