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En snygg fasad är inte allt: En studie om tillit och säkerhet inom svensk e-handel
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A good looking design is not everything : A study about trust and security within swedish e-commerce (English)
Abstract [en]

Trust is the most important thing for a webshop. The consumers must be able to feel trust to choose to submit their personal information to a webshop. In this study we examine the impact that design has on the consumers trust and confidence. We study six consumers that are engaged in e-commerce in their everyday life. By allowing these participants to be presented with two different webshops, an assessement could be made in both how much design is affecting and also which parts of the design that leads to trust and lack of trust. We also study things beyond the design, namely the actual safety within webshops and the things that should be found in a webshop for the consumer to be able to trust it. With the help of recent research, relevant literature and the focus group with our six participants we manage to present results that which indicates has a much greater impact than the actual security of the webshop, when it comes to winning the trust of the consumers. 

Abstract [sv]

Tillit är den viktigaste ingrediensen för en webbshop. Konsumenten måste kunna känna tillit för att hen ska välja att lämna ut sina personuppgifter till en webbshop. Det som undersöks i denna studie är designens påverkan på konsumenternas tillit och förtroende för en webbshop. Vi studerar sex konsumenter som ägnar sig åt e-handel till vardags. Genom att låta dessa deltagare bli presenterade för två olika webbshoppar kunde en bedömning göras både av hur mycket design påverkar och också vilka delar i designen som leder till tillit och brist på tillit. Vi undersöker dessutom det som finns bortom designen, nämligen den faktiska säkerheten hos webbshoppar, och studerar närmare vad som bör återfinnas på en webbshop för att man ska kunna lita på den. Med hjälp av tidigare forskning, relevant litteratur samt fokusgrupptilfället med våra sex respondenter kan vi presentera ett resultat som pekar på att design har en betydligt större påverkan än själva säkerheten i sig när man ska vinna tillit hos konsumenten. 

Place, publisher, year, edition, pages
2014. , 49 p.
Keyword [en]
Trust, E-commerce, Security, Webshop, Graphic design
Keyword [sv]
Tillit, E-handel, Säkerhet, Webbshop, Grafisk design
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-26376OAI: oai:DiVA.org:sh-26376DiVA: diva2:787439
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2015-02-11 Created: 2015-02-10 Last updated: 2015-02-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf