Track

Human Computer Interaction

Abstract

This research aims to investigate the effects of website elements, visual appeal and ease of use, as central factors in websitetrust formation and subsequent behaviors. Drawing on existing theories and empirical findings in psychology, informationsystems, and human-computer interaction literature, a research model is developed and proposed to explain the relationshipsamong website visual appeal and its ease of use with trust, perceived usefulness, and intention to purchase. To gather data, anonline experiment was conducted to test the proposed model and hypotheses. The findings of the study reveal that eventhough both website visual appeal and ease of use are significant determinants for website trust, visual appeal produces amuch stronger impact.

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