Publicação
Design persuasivo e a experiência de compra online: análise empírica de plataformas de comércio eletrónico (E-Commerce)
| Resumo: | Persuasive Design and the Online Shopping Experience: Empirical Analysis of Electronic Commerce (E-Commerce) Platforms The present work evaluates the influence of e-commerce platforms persuasive features on consumers' online shopping experience. The intersection of persuasion and technology embodies the interactive computing systems that intentionally apply psychological principles of persuasion to induce changes in individuals' attitudes and behaviours. The development of these systems is referred to as persuasive design. The theoretical framework crosses persuasion, technology, and design as fields of research, providing the basis for understanding the determinants of human behaviour, the processes for its modification, the contextual effects of technology, and the conceptual frameworks for its analysis and development. The field of application is then defined: the characteristics of e-commerce, its platforms and its promoters are identified; and the specificities of the shopping journey and the determinants of consumer behaviour are mapped. The empirical study characterises and analyses the implementation of a set of 35 persuasive principles (design strategies based on human behavioural impulses) in 160 interfaces of websites and mobile apps — Airbnb, Amazon, Apple, Booking.com, eBay, Farfetch, Gearbest and Nike —, and assesses differences arising from technological and consumer behavioural idiosyncrasies. The analysis of 5,600 instances of persuasive principles, across four types of interfaces, allowed us to obtain a substantial set of results: verify the dissemination and profusion of the persuasive strategies; confirm a significant contextual variation in their incidence and materialisations; characterize tactics and describe illations of its effects. The contributions of this study are ground-breaking in several ways: it is the first to analyse and compare the persuasive design of the platforms across different touchpoints (websites and mobile apps) and devices (computers, tablets and smartphones); it is the first to offer a mapping of the persuasive components by pure (intentional, unequivocal and/or unanimous) and borderline (unintentional, ambiguous and/or debatable) cases for each persuasive principle; it is the first to map the incidence and materialisation of these principles among the most relevant types of interfaces for the online shopping experience; it is the first to simultaneously use in its analysis the two most relevant models (PSD and Cialdini), tracing relationships between them; it is the first to perform an analysis with the latest revision of Cialdini's model (to which the unity principle was added). |
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| Autores principais: | Machado, Tiago |
| Assunto: | Design Design Persuasivo Persuasão (conceito) Tecnologia Comércio eletrónico (E-Commerce) Consumidor Ética Captologia |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | português |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Persuasive Design and the Online Shopping Experience: Empirical Analysis of Electronic Commerce (E-Commerce) Platforms The present work evaluates the influence of e-commerce platforms persuasive features on consumers' online shopping experience. The intersection of persuasion and technology embodies the interactive computing systems that intentionally apply psychological principles of persuasion to induce changes in individuals' attitudes and behaviours. The development of these systems is referred to as persuasive design. The theoretical framework crosses persuasion, technology, and design as fields of research, providing the basis for understanding the determinants of human behaviour, the processes for its modification, the contextual effects of technology, and the conceptual frameworks for its analysis and development. The field of application is then defined: the characteristics of e-commerce, its platforms and its promoters are identified; and the specificities of the shopping journey and the determinants of consumer behaviour are mapped. The empirical study characterises and analyses the implementation of a set of 35 persuasive principles (design strategies based on human behavioural impulses) in 160 interfaces of websites and mobile apps — Airbnb, Amazon, Apple, Booking.com, eBay, Farfetch, Gearbest and Nike —, and assesses differences arising from technological and consumer behavioural idiosyncrasies. The analysis of 5,600 instances of persuasive principles, across four types of interfaces, allowed us to obtain a substantial set of results: verify the dissemination and profusion of the persuasive strategies; confirm a significant contextual variation in their incidence and materialisations; characterize tactics and describe illations of its effects. The contributions of this study are ground-breaking in several ways: it is the first to analyse and compare the persuasive design of the platforms across different touchpoints (websites and mobile apps) and devices (computers, tablets and smartphones); it is the first to offer a mapping of the persuasive components by pure (intentional, unequivocal and/or unanimous) and borderline (unintentional, ambiguous and/or debatable) cases for each persuasive principle; it is the first to map the incidence and materialisation of these principles among the most relevant types of interfaces for the online shopping experience; it is the first to simultaneously use in its analysis the two most relevant models (PSD and Cialdini), tracing relationships between them; it is the first to perform an analysis with the latest revision of Cialdini's model (to which the unity principle was added). |
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