Lack of user trust in B2C e-commerce websites remains a major hindrance to its continued expansion. This initial study examines the role of website typography and product context in influencing user perceptions of trust in a B2C e-commerce website. Users perceive typefaces to possess human qualities; hence the typeface used to present text-material in a website could shape user perceptions towards that website, including those of trust. This paper presents an experimental model that addresses the impact of typeface as well as its interaction with product context in influencing user perceptions of trust.
Douglass, David; Holthaus, Adam; Lockwood, Timothy; and Sasidharan, Sharath, "The Role of Typeface and Product Context in Influencing B2C E-Commerce Trust" (2010). MWAIS 2010 Proceedings. 9.