# Online trust through humanized website design

> Khaled Hassanein and Milena Head's MeRC project on building online trust through humanized website design, tracking keystrokes, mouse and eye movements.

Page URL: https://merc-mcmaster.ca/research/research-projects-trust/

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.