Abstract
Perceived visual aesthetics of a web site positively affects a user’s credibility assessment of the site and less visual complex web page is associated with more favorable attitudes toward the page. Here we further investigate whether the visual complexity of a web site affects its aesthetic preference and as a consequence is associated with the users’ credibility. Two experiments with on-line payment scenario were conducted. Experiment 1 shows users trust pages with higher text-based complexity more. Experiment 2 shows perceived image-based complexity is negatively correlated with credibility. Our results show text-based complexity and image-based complexity have different effects on the credibility of on-line shopping site. Designers can decrease image-based complexity of a web site to increase users’ aesthetic preference and trust. This work can serve as the fundament to develop an automatic evaluation tools to predict the users’ trust and preference of a web page based on the visual complexity computation.
Keywords
- Credibility
- Aesthetics
- Complexity
- E-commerce
- Visual Design
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Tseng, KT., Tseng, YC. (2014). The Correlation between Visual Complexity and User Trust in On-line Shopping: Implications for Design. In: Kurosu, M. (eds) Human-Computer Interaction. Applications and Services. HCI 2014. Lecture Notes in Computer Science, vol 8512. Springer, Cham. https://doi.org/10.1007/978-3-319-07227-2_10
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DOI: https://doi.org/10.1007/978-3-319-07227-2_10
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