Upplevelser av trovärdighet på webben : En studie av två webbsidors visuella design

Sammanfattning: More understanding is needed of how the visual design affects the user experience of trustworthiness in web design. Research has shown that the aesthetic part of web design is more important than previously thought and that more knowledge is needed in this area. The purpose of this study is therefore to investigate how the visual design affects the user’s experience of trustworthiness. This is to create an understanding of which parts of a websites visual appearance affect the users experience of trustworthiness more or less. This study was based on the Research Model (Figure 1) by Fasial et al. (2017), which was the result of a study that examined different kind of factors that affected trust, satisfaction and loyalty among website users. The Research model was in this study modified and supplemented with additional factors that were considered important based on what emerged regarding trustworthiness from previous research. Two different housing agency websites were studied as an attempt to capture the user’s true perception of trustworthiness, where a basis for credibility considered to be preconceived. As data collection, to capture conceivable situations, user tests were created with suitable scenarios in an attempt to capture possible situations and to get the flexibility required to capture user’s feelings and experiences. The analysis showed that the visual design evokes emotions such as frustration and that the web pages can be perceived cluttered due to the visual design. But the most important factors were the interaction and content parts of the website, where both housing agencies were less successful in this case. Although the findings show that the two websites in this study can improve their visual design within these parts – this study, as also previous research showed, that the factors in a way belong together and affect each other. Therefore, it is important to use the developed model as a tool to avoid missing important factors when creating/reviewing a website that may affect the user’s experience of trustworthiness