Evaluation of the credibility of internet shopping in the UK

Evaluation of the credibility of internet shopping in the UK Purpose – The purpose of this paper is to examine the credibility of internet shopping. Credibility, which refers to the believability of information, is an important consideration of internet shopping. Design/methodology/approach – The evaluation is conducted by incorporating Fogg's 10 Stanford Guidelines for Web Credibility into Nielsen's heuristic evaluation. Furthermore, security and individualisation are considered as additional heuristics. Evaluation criteria are developed based on these 12 heuristics. Three UK car insurance web sites are selected for evaluation, including the AA, Norwich Union and Tesco. Findings – The results show that the Norwich Union site seems to be the most credible while the Tesco site appears to be the least credible. The most significant credibility problems are found to lie in the areas of “trustworthiness”, “expertise” and “real‐world feel”. In other words, these three areas are key issues for future improvement of these sites. Originality/value – This paper contributes to the literature by providing a set of credibility design guidelines, which can be used to support the improved development of future internet shopping designs, especially car insurance web sites. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Online Information Review Emerald Publishing

Evaluation of the credibility of internet shopping in the UK

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1468-4527
DOI
10.1108/14684520910985738
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the credibility of internet shopping. Credibility, which refers to the believability of information, is an important consideration of internet shopping. Design/methodology/approach – The evaluation is conducted by incorporating Fogg's 10 Stanford Guidelines for Web Credibility into Nielsen's heuristic evaluation. Furthermore, security and individualisation are considered as additional heuristics. Evaluation criteria are developed based on these 12 heuristics. Three UK car insurance web sites are selected for evaluation, including the AA, Norwich Union and Tesco. Findings – The results show that the Norwich Union site seems to be the most credible while the Tesco site appears to be the least credible. The most significant credibility problems are found to lie in the areas of “trustworthiness”, “expertise” and “real‐world feel”. In other words, these three areas are key issues for future improvement of these sites. Originality/value – This paper contributes to the literature by providing a set of credibility design guidelines, which can be used to support the improved development of future internet shopping designs, especially car insurance web sites.

Journal

Online Information ReviewEmerald Publishing

Published: Aug 7, 2009

Keywords: Internet shopping; User interfaces; Trust; United Kingdom

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