Using Expert Evaluation to Assess the Implementation of Persuasive Design in e-Commerce

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