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.
Highlights
Persuasive technologies are designed to attempt to change or shape a person’s attitude and/or behaviour concerning an issue, object, or action without using coercion or deception (Fogg, 2003)
Literature provides guidelines for designing and evaluating persuasive systems (e.g. Fogg (2003); Oinas-Kukkonen and Harjumaa (2009)), often placing explicit attention on understanding persuasive design strategies incorporated in the domain of health persuasive systems (e.g. Langrial et al (2012); etc.)
Currently investigates how specific persuasive features and functionalities should be assimilated within online commerce websites despite the common use of persuasive applications
Summary
Persuasive technologies are designed to attempt to change or shape a person’s attitude and/or behaviour concerning an issue, object, or action without using coercion or deception (Fogg, 2003). Currently investigates how specific persuasive features and functionalities should be assimilated within online commerce websites despite the common use of persuasive applications. Kaptein and Duplinsky (2009) study the use of persuasive application in e-commerce, yet focus on adapting persuasive messages, i.e. the use of persuasion profiling in the context of e-commerce. Felfernig and Burke (2008) study attempts to expose reasons behind successful e-commerce websites; only a few persuasive features are described. A deeper understanding of the design of persuasive e-commerce website is needed.
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