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DIAS Technology Review

The Institute has a unique distinction of publishing a bi-annual International journal DIAS Technology Review – The International Journal for Business and IT. The Editorial Board comprises of...

P-ISSN: 0972-9658 English Since 2004
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Vol. 6 No. 2 (2010)

Articles 12th Edition of DTR Oct 2009 – Mar 2010
DOI 10.65301/dias.2010.6.2.363

The Impact of Website Design on B2C E-Commerce Trust – An Empirical Study

Authors
SH
Sharath Sasidharan
SU
Suneel Maheshwari
GA
Ganga Dhanesh
90 Views
127 Downloads
Published 2009-10-30
Pages 48-55
Abstract

Web designers have developed and implemented various functional techniques to enhance user trust in business-to-consumer (B2C) e-commerce websites; however, these efforts have proven inadequate, as consumers still do not fully trust the online environment. This “trust issue” is seen as a major impediment to the continued growth of B2C e-commerce activities.


This research examines the impact of basic design elements—specifically color and typography—on influencing user perceptions of trust in e-commerce websites. An experimental study was conducted in the context of an online banking website. The results indicate that a website with blue as the dominant design color and Times New Roman as the primary typeface engenders greater user trust than a website with green as the dominant design color and Comic Sans as the primary typeface.


Thus, beyond their aesthetic role, web designers can strategically use color and typography to explicitly enhance user trust in e-commerce website

Keywords
Business - to - Consumer (B2C), E-com m erce, Trust, Color.
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How to Cite
Sharath Sasidharan, Suneel Maheshwari, Ganga Dhanesh . (2009). The Impact of Website Design on B2C E-Commerce Trust – An Empirical Study. DIAS Technology Review, 6(2), 48-55.
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