The Evaluation of Online Persuasion Criteria on E-Commerce Website using Persuasive System Design (PSD) Model
DOI:
https://doi.org/10.33736/ijbs.4289.2021Keywords:
Persuasive Technology, Persuasive System Design (PSD), E-Commerce, Website DesignAbstract
Persuasive technology in online shopping is proven to assist people while purchasing online. It is crucial to study how was the implementation of such successful persuasive technology in the e-commerce domain. Also, there are certain marketing strategies against consumers from different generational cohorts. Each generation has unique lifestyles, generational history, demographics, experiences, expectations and values that influence their buying behaviours. The persuasive design of e-commerce websites is related to the website conversion rate and is shown to support people throughout the online purchasing process. The objective of this research study is to evaluate the online persuasion criteria on two largest e-commerce websites in Malaysia; Lazada and Shopee through Persuasive System Design (PSD) principles. The four main categories of design technique applied in PSD are primary task support, dialogue support, credibility support and social support. The result shows that both selected e-commerce websites have applied 71.43% of the PSD principles. The most emphasize design technique in Lazada and Shopee is primary task support, followed by dialogue support. Most of the persuasive features in this model has implemented in both e-commerce websites. However, this research proved that the success of the e-commerce websites is related with the implemented persuasive feature which can be manipulated and implemented by other e-commerce websites.
References
Abdul Hamid, N. A., Cheun, C. H., Abdullah, N. H., Ahmad, M. F., & Ngadiman, Y. (2019). Does Persuasive E-commerce Website Influence Users' Acceptance and Online Buying Behaviour? The Findings of the Largest E-commerce Website in Malaysia. In Y. Baghdadi, & A. Harfouche (Eds.), ICT for a Better Life and a Better World: The Impact of Information and Communication Technologies on Organizations and Society (pp. 263-279). Springer. https://doi.org/10.1007/978-3-030-10737-6_17
Adaji, I., Oyibo, K., & Vassileva, J. (2019). Effect of Shopping Value on the Susceptibility of E-Commerce Shoppers to Persuasive Strategies and the Role of Gender. In H. Oinas-Kukkonen, K. T. Win, E. Karapanos, & E. Kyza (Eds.), Persuasive Technology: Development of Persuasive and Behavior Change Support Systems Lecture Notes in Computer Science (pp. 270-282). Springer. https://doi.org/10.1007/978-3-030-17287-9_22
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes,50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Aldenaini, N., Oyebode, O., Orji, R., & Sampalli, S. (2020). Mobile Phone-Based Persuasive Technology for Physical Activity and Sedentary Behavior: A Systematic Review. Frontiers in Computer Science, 2, 19. https://doi.org/10.3389/fcomp.2020.00019
Alhammad, M. M., & Gulliver, S. R. (2014, September 9-12). Online Persuasion for E-Commerce Websites. Proceedings of the 28th International BCS Human Computer Interaction Conference, Southport, UK, 264-269. https://doi.org/10.14236/ewic/HCI2014.42
Altmeyer, M., Lessel, P., Muller, L., & Krüger, A. (2019). Combining Behavior Change Intentions and User Types to Select Suitable Gamification Elements for Persuasive Fitness Systems. In H. Oinas-Kukkenon, K. T. Win, E. Karapanos, P. Karpinnen, & E. Kyza (Eds.), Persuasive Technology: Development of Persuasive and Behavior Change Support Systems Lecture Notes in Computer Science (pp. 337-349). Springer. https://doi.org/10.1007/978-3-030-17287-9_27
Blanco, C. F., Sarasa, R. G., & Sanclemente, C. O. (2010). Effects of visual and textual information in online product presentations: Looking for the best combination in website design. European Journal of Information Systems, 19(6), 668-686. https://doi.org/10.1057/ejis.2010.42
Chew, J. (2018a, December 19). E-Commerce Rewind 2018. Iprice. https://iprice.my/trends/insights/e-commerce-rewind-2018/
Chew, J. (2018b, May 03). A 10 Year History of eCommerce In Malaysia. https://www.valuewalk.com/2018/05/10-year-history-ecommerce-malaysia/
Chew, J. (2019, April 20). Top e-commerce platforms in 4Q18. The Borneo Post. https://www.theborneopost.com/2019/04/21/top-e-commerce-platforms-in-4q18/
Choudhury, S. R., & Kharpal, A. (2016, April 12). Alibaba buys controlling stake in retailer Lazada. CNBC. https://www.cnbc.com/2016/04/12/alibaba-group-invests-1-billion-dollars-in-lazada-group-and-eyes-southeast-asia.html
Connolly, D. (2000). A Little History of the World Wide Web. Webmaster. https://www.w3.org/History.html
DigitalNewsAsia. (2018, October 29). IPrice Group's Q3 2018 Map of E-Commerce indicates continual rise of Shopee and 11street. https://www.digitalnewsasia.com/digital-economy/iprice-groups-q3-2018-map-e-commerce-indicates-continual-rise-shopee-and-11street
Department of Statistics Malaysia. (2019, May 14). For Statistics on Usage of ICT and E-Commerce by Establishment 2018. [Press release]. https://www.dosm.gov.my/v1/index.php?r=column/pdfPrev&id=U3FYOHJ3cE90UnNWMWdUaVMzRElKdz09
Garett, R., Chiu, J., Zhang, L., & Young, S. D. (2016). A Literature Review: Website Design and User Engagement. Online Journal Communication Media Technology, 6(3), 1-14. https://doi.org/10.29333/ojcmt/2556
Faisal, C. M. N., de Andres-Suarez, J., Gonzalez-Rodriguez, M., Fernandez-Lanvin, D., Ahmad, M., & Habib, M. A. (2018). Impact of web design features on irritation for E-commerce websites. SAC 2018: Proceedings of the 33rd Annual ACM Symposium on Applied Computing, 656-663. https://doi.org/10.1145/3167132.3167205
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fogg, B. (1998). Persuasive computers: Perspectives and research directions. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems - CHI 98, 225-232. https://doi.org/10.1145/274644.274677
Fogg, B. J., Soohoo, C., Danielson, D. R., Marable, L., Stanford, J., & Tauber, E. R. (2003). How do users evaluate the credibility of websites? Proceedings of the 2003 Conference on Designing for User Experiences - DUX 03. https://doi.org/10.1145/997078.997097
Gass, R. H., & Seiter, J. S. (2011). Persuasion, social influence, and compliance gaining. Boston: Allyn & Bacon.
iPrice Insights. (2017). The History of E-Commerce in Malaysia - iPrice Malaysia. https://iprice.my/insights/history-of-ecommerce-malaysia/
iPrice Insights. (2019). The Map of E-commerce in Malaysia. https://iprice.my/insights/mapofecommerce/en/
Kaptein, M., & Duplinsky, S. (2013). Combining multiple influence strategies to increase consumer compliance. International Journal of Internet Marketing and Advertising, 8(1), 32-5. https://doi.org/10.1504/IJIMA.2013.056586
Laja, P. (2019, July 15). 5 Principles of Persuasive Web Design. CXL. https://conversionxl.com/blog/5-principles-of-persuasive-web-design/
Lehto, T., & Oinas-Kukkonen, H. (2015). Examining the Persuasive Potential of Web-based Health Behavior Change Support Systems. AIS Transactions on Human-Computer Interaction, 7(3), 126-140. https://doi.org/10.17705/1thci.00069
Lelong.my (2019). About Lelong.my Malaysia: History & Background. https://www.lelong.com.my/content/help/AboutLelong
Locke, E. A. (1987). [Review of the book Social Foundations of Thought and Action: A Social-Cognitive View, by A. Bandura]. The Academy of Management Review,12(1), 169-171. https://doi.org/10.2307/258004
Manning, H., McCarthy, J. C., & Souza, R. K. (1998). Why most Web sites fail. Interactive technology strategies: Forrester Research, 3(7), September.
Matthews, J., Win, K. T., Oinas-Kukkonen, H., & Freeman, M. (2016). Persuasive Technology in Mobile Applications Promoting Physical Activity: A Systematic Review. Journal of Medical Systems, 40(3), 72. https://doi.org/10.1007/s10916-015-0425-x
McDowell, W. C., Wilson, R. C., & Kile, C. O. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 69(11), 4837-4842. https://doi.org/10.1016/j.jbusres.2016.04.040
Malaysian Communications and Multimedia Commission. (2018). E-Commerce Consumers Survey 2018. https://www.mcmc.gov.my/skmmgovmy/media/general/pdf/ecs-2018.pdf
Najjar, L. J. (2011). Designing E-Commerce User Interfaces. In K-P. L. Vu, & R. W. Proctor (Eds.), Human Factors and Ergonomics Handbook of Human Factors in Web Design (2nd ed, pp. 587-598). CRC Press.
Oduor, M., & Oinas-Kukkonen, H. (2019). Committing to change: A persuasive systems design analysis of user commitments for a behaviour change support system. Behaviour & Information Technology, 40(1), 20-38. https://doi.org/10.1080/0144929X.2019.1598495
Oinas-Kukkonen, H., & Harjumaa, M. (2008). A Systematic Framework for Designing and Evaluating Persuasive Systems. In H. Oinas-Kukkonen, P. Hasle, M. Harjumaa, K. Segerstahl, & P. Ohrstrom (Eds.), Persuasive Technology: Third International Conference, Persuasive 2008 Proceedings (pp. 164-176). Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-540-68504-3_15
Oinas-Kukkonen, H., & Harjumaa, M. (2009). Persuasive Systems Design: Key Issues, Process Model, and System Features. Communications of the Association for Information Systems, 24(1), 485-500. https://doi.org/10.17705/1CAIS.02428
Pawar, S. (2021, May 21). 8 Principles of Good Website Design. ASTRA. https://wpastra.com/good-website-design/
Petty, R. E., & Cacioppo, J. T. (1981). Attitude and persuasion: Classic and contemporary approaches. Dubuque, IA: Wm. C. Brown Company.
Radomski, A. D., Wozney, L., Mcgrath, P., Huguet, A., Hartling, L., Dyson, M. P., Bennett, K. J., & Newton, A. S. (2019). Potential Reduction of Symptoms With the Use of Persuasive Systems Design Features in Internet-Based Cognitive Behavioral Therapy Programs for Children and Adolescents With Anxiety: A Realist Synthesis. JMIR Mental Health, 6(10). e13807 https://doi.org/10.2196/13807
Raggett, D., Alexander, I., & Lam, J. (1996). HTML 3: Electronic publishing on the World Wide Web. Harlow: Addison-Wesley.
Roy, S. (2018, July 31). The history of e-commerce in Malaysia. Tech Wire Asia. https://techwireasia.com/2018/07/the-history-of-e-commerce-in-malaysia/
Similar Web. (2019). Traffic Statistics - Comparison between Shopee and Lazada. https://www.similarweb.com/website/lazada.com.my/?competitors=shopee.com.my
SiteGiant. (2018). Malaysia Marketplace Comparison - Lazada, Shopee, 11Street, Lelong & Qoo10. https://www.sitegiant.my/malaysia-marketplace-comparison/
Song, O. (2018, November 21). How Did Lazada, Shopee, & 11street Perform On 11.11 Singles Day 2018? Ringgit Plus. https://ringgitplus.com/en/blog/Online-Shopping/How-Did-Lazada-Shopee-11street-Perform-On-11-11-Singles-Day-2018.html
Song, O. (2019, Mar 29). Lazada Malaysia Introduces New Collection Point Feature for Self-Pickup. Ringgit Plus. https://ringgitplus.com/en/blog/Online-Shopping/Lazada-Malaysia-Introduces-New-Collection-Point-Feature-For-Self-Pickup.html
Spool, J. (2016, February 1). The $300 Million Button. Linkedin. https://www.linkedin.com/pulse/300-million-button-jared-spool
Teller, S. (2014, February). Mobile Malaysia: Ahead of the Pack. On Device Research. https://ondeviceresearch.com/blog/mobile-malaysia-internet-mobile-ecommerce-trends
Thielsch, M. T., Blotenberg, I., & Jaron, R. (2014). User evaluation of websites: From first impression to recommendation. Interacting with Computers, 26(1), 89-102. https://doi.org/10.1093/iwc/iwt033
WebShaper. (2017). Compare Malaysia eCommerce Marketplaces. https://www.webshaper.com.my/compare-ecommerce-marketplaces/
Win, K. T., Mullan, J., Howard, S., & Oinas-Kukkonen, H. (2017). Persuasive Systems Design features in Promoting Medication Management for consumers. Proceedings of the 50th Hawaii International Conference on System Sciences, 3326-3335. https://doi.org/10.24251/HICSS.2017.403
Win, K. T., Roberts, M. R., & Oinas-Kukkonen, H. (2018). Persuasive system features in computer-mediated lifestyle modification interventions for physical activity. Informatics for Health and Social Care, 44(4), 376-404. https://doi.org/10.1080/17538157.2018.1511565
Winn, W. & Beck, K. (2002). The persuasive power of design elements on an e-commerce web site. Technical Communication, 49, 17-35.
Wolf, M. (2014, September). Shaping Globalization. Finance & Development, 51(3), 22-25. https://www.relooney.com/NS4053/00_NS4053_148.pdf
Wong, J. (2012, October 7). The evolution of e-commerce to social commerce. The Borneo Post. https://www.theborneopost.com/2012/10/07/the-evolution-of-e-commerce-to-social-commerce/2/
Downloads
Published
How to Cite
Issue
Section
License
Copyright Transfer Statement for Journal
1) In signing this statement, the author(s) grant UNIMAS Publisher an exclusive license to publish their original research papers. The author(s) also grant UNIMAS Publisher permission to reproduce, recreate, translate, extract or summarize, and to distribute and display in any forms, formats, and media. The author(s) can reuse their papers in their future printed work without first requiring permission from UNIMAS Publisher, provided that the author(s) acknowledge and reference publication in the Journal.
2) For open access articles, the author(s) agree that their articles published under UNIMAS Publisher are distributed under the terms of the CC-BY-NC-SA (Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License) which permits unrestricted use, distribution, and reproduction in any medium, for non-commercial purposes, provided the original work of the author(s) is properly cited.
3) For subscription articles, the author(s) agree that UNIMAS Publisher holds copyright, or an exclusive license to publish. Readers or users may view, download, print, and copy the content, for academic purposes, subject to the following conditions of use: (a) any reuse of materials is subject to permission from UNIMAS Publisher; (b) archived materials may only be used for academic research; (c) archived materials may not be used for commercial purposes, which include but not limited to monetary compensation by means of sale, resale, license, transfer of copyright, loan, etc.; and (d) archived materials may not be re-published in any part, either in print or online.
4) The author(s) is/are responsible to ensure his or her or their submitted work is original and does not infringe any existing copyright, trademark, patent, statutory right, or propriety right of others. Corresponding author(s) has (have) obtained permission from all co-authors prior to submission to the journal. Upon submission of the manuscript, the author(s) agree that no similar work has been or will be submitted or published elsewhere in any language. If submitted manuscript includes materials from others, the authors have obtained the permission from the copyright owners.
5) In signing this statement, the author(s) declare(s) that the researches in which they have conducted are in compliance with the current laws of the respective country and UNIMAS Journal Publication Ethics Policy. Any experimentation or research involving human or the use of animal samples must obtain approval from Human or Animal Ethics Committee in their respective institutions. The author(s) agree and understand that UNIMAS Publisher is not responsible for any compensational claims or failure caused by the author(s) in fulfilling the above-mentioned requirements. The author(s) must accept the responsibility for releasing their materials upon request by Chief Editor or UNIMAS Publisher.
6) The author(s) should have participated sufficiently in the work and ensured the appropriateness of the content of the article. The author(s) should also agree that he or she has no commercial attachments (e.g. patent or license arrangement, equity interest, consultancies, etc.) that might pose any conflict of interest with the submitted manuscript. The author(s) also agree to make any relevant materials and data available upon request by the editor or UNIMAS Publisher.
