Abstract
This research is to investigate what persuasive tactics are utilized by current e-commerce Web sites, how consumers react to the persuasive triggers on e-commerce Web sites, and what about the relative importance of the salient persuasive factors that are salient to online consumers. A total of 15 persuasive tactics and 9 salient factors were identified from the data of Web site reviews and user interviews. The AHP analysis revealed that the persuasive factors appealing to a site’s credibility and logic are more important than appealing to users’ emotions.
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Chu, HL., Deng, YS., Chuang, MC. (2014). Persuasive Web Design in e-Commerce. In: Nah, F.FH. (eds) HCI in Business. HCIB 2014. Lecture Notes in Computer Science, vol 8527. Springer, Cham. https://doi.org/10.1007/978-3-319-07293-7_47
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DOI: https://doi.org/10.1007/978-3-319-07293-7_47
Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-07293-7
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