Trovärdighet på onlinebutiker inom mode : En kvalitativ studie av den estetiska utformningens påverkan på trovärdigheten vid ett första intryck

Sammanfattning: E-commerce is becoming more common in Sweden and many Swedes buy clothing and sporting goods online. Online fashion retailers offer a visually pleasing range of products, which places greater emphasis on the aesthetic design of the online retailer. This paper examines how the perceived credibility of an online fashion retailer is influenced by the aesthetic design through a first impression. This study was conducted through ten interviews where the informants observed, assessed, and then discussed the online fashion retailers that were used in this study. Results show that recognition of an aesthetic design and a perception of usability and professionalism affects the perceived credibility in a positive way. Credibility is also conveyed through a simple aesthetic design and negatively affected by poor readability and a perception of lack of information. The result also shows that the user doesn’t need to find the aesthetic design appealing to assess the online retailer as credible. We hope that our results can be used in future studies and also possibly be helpful for future design of the websites of online fashion retailers.