The effects of Persuasive System Design

In the last post, I talked about the persuasive system design. I explained the term, where the term does come from and its categories, mainly. In this post, I will tell you about the categories of persuasive system design in detail.

For my dissertation, I chose persuasive system design as a topic. I wanted to understand if people want to buy from e-commerce websites, do they effect from the persuasive techniques at all. The aim of the research was to understand ‘’the effect of persuasive system design on consumer decision making process in e-commerce websites’’. I have conducted a survey to understand this effect and asked e-commerce users questions about the categories.

According to survey results, the surface credibility has been found as the most effective factor among other sub-categories. Surface credibility is about the content and design. Visual appearance and design characteristics are very effective elements for consumers. The examples of system credibility could be content characteristics, appearance and presentation of information. For instance, explicitly stated content and visual elements can be attractive for customer.

Reward is another category affects the consumer decision more. When you enter the website, you can see the discount opportunities or website can prepare a sale just for you to make you a loyal customer. These are the examples of reward that website offer their customers.

Third Party Endorsement which demonstrates the security logos in the webpage, makes the customer feel secure and persuade them to buy more. Another very effective factor is self-monitoring and rehearsal. It is like a tool shows that how convenient a product is for consumers before they buy it. These are other factors that have been found as the most effective on consumer decision making process.

The least affective factor is reminder. Reminder is about the sending mail or reminding the products in the webpage sent to the consumers to purchase the products they have already selected. It has been found as, there is no effect in the consumer decision making process. The other less effective factor is authority which shows the quotation of authority figure for consumers. Tailoring is the third least effective feature offering the product for consumers’ interests, needs or other relevant. Although tailoring apply in the websites commonly, it has been found as one of the least effective factor in the survey. Competition is the last and other least effective element. It is about doing online auction in the website and not using commonly.

If you want to learn the results of survey, you can see from infographics below.