Online trust through humanized website design

Research question: How Can Online Trust Be Established Through Humanized Website Design? Team: Khaled Hassanein and Milena Head.

• B2C e-commerce lacked critical mass, largely for lack of trust.
• Online shopping felt impersonal, anonymous and automated.

Objectives

• Build a model of online product trust.
• Test emotive text, people photos, video, communities and shopping agents.
• Track keystrokes, mouse and eye movements.
• Measure trust, appeal and purchase intent by product category.