En snygg fasad är inte allt : En studie om tillit och säkerhet inom svensk e-handel

Sammanfattning: Trust is the most important thing for a webshop. The consumers must be able to feel trust to choose to submit their personal information to a webshop. In this study we examine the impact that design has on the consumers trust and confidence. We study six consumers that are engaged in e-commerce in their everyday life. By allowing these participants to be presented with two different webshops, an assessement could be made in both how much design is affecting and also which parts of the design that leads to trust and lack of trust. We also study things beyond the design, namely the actual safety within webshops and the things that should be found in a webshop for the consumer to be able to trust it. With the help of recent research, relevant literature and the focus group with our six participants we manage to present results that which indicates has a much greater impact than the actual security of the webshop, when it comes to winning the trust of the consumers.