Как подсказки веб-интерфейса индуцируют онлайн-доверие: обзор литературы
The virtual nature of the web environment fundamentally changes the relationship between individuals and challenges the conventional understanding of trust. In this review, we focus on how trust on the web can be affected by the web interface–the only contact point between the "physical" and digital environment. We specify four categories of interface cues, which help users to form trusting relationships with websites. The first category, atmospheric design cues, refers to the external presentation of the website. Such tools as color, fonts, etc., help convey a message to the audience, attract and retain attention, and thereby strengthen initial contact and build trust. The second category, structural usability cues, reflects the way information is presented to website users. The point of the structural organization of the website is to ensure that the user has easy and convenient access to the functionality of the website. The third category of cues relates to the content published on the site: the completeness and quality of the information presented, as well as the "positional" information that demonstrates third-party approval of the distributor. The last category reflects the social features of the interface. It includes the integration of auxiliary interfaces, social networks, and special anthropomorphic elements of structure and design. The aim of this category is to create an illusion of human-to-human communication instead of impersonal human-machine communication.