Abstract
It has been argued that the use of persuasive design in e-commerce applications has a positive impact on user behavior and on converting browsers into buyers. Effective e-commerce applications successfully gain customers’ trust. Thus, it is important for designers to know how to apply and embed persuasive design models in e-commerce applications. This study aimed to assess the extent to which persuasive designs were implemented in e-commerce applications in Saudi Arabia using an experts’ evaluation method. In order to answer this question, one of the most commonly used models, namely the Persuasive Systems Design (PSD) Model, was utilized as a benchmark against which the adoption of PSD guidelines in e-commerce was measured. Several usability experts were approached to conduct the evaluation of a variety of e-commerce applications using the PSD guidelines. The findings reported the number of criteria that were highly utilized, such as primary task support, credibility support and dialogue support. The results also revealed a lack of implementation of a number of persuasive design guidelines, such as the social support principles. The authority and verifiability principles were applied in a limited way in the selected e-commerce applications. Further directions and recommendations for better implementation of persuasive design guidelines in e-commerce are discussed
Highlights
This template, Technology has made a tremendous impact on the daily lives of individuals
The results showed how these principles were executed on Netflix, but the study was limited to the principles of dialogue support and primary task support
This study focused on the three most used ecommerce applications in Saudi Arabia based on the rankings in SimilarWeb, a website that provides statistics on the most downloaded applications from a variety of app stores (e.g., Apple Store, Google Play), as well as statistics about countries and types of application (SimilarWeb, 2018)
Summary
This template, Technology has made a tremendous impact on the daily lives of individuals. E-commerce applications, compete in providing their services, making it necessary for these applications to be user-friendly in order to achieve satisfaction and meet users’ needs. Despite the efforts of businesses to implement and adopt various usability criteria in the design of e-commerce software, many users still do not utilize these applications. Persuasive design is considered beyond the usability concept because it improves the user experience during the creation of applications and websites in order to make them easy to use. This is achieved by understanding the behavior of users and engaging those (Ferraro et al, 2017).
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