User Interface Design and E-Commerce Security Perception: An Empirical Study

Abstract

In this study, the authors investigate the relationship between human computer interface design and users’ security perception. The authors hypothesize that effective human computer interface design has a positive impact on security perception. To test this hypothesis, they use the seven design elements of the customer interface (7Cs) as a basis of the reference framework for effective interface design. Hypothesis testing was examined through an empirical study involving 247 subjects. Research reveals that human computer interface design significantly affects the perceived security of e-commerce portals. Further analysis of the results highlights that the top HCI factors that influence security perception are permanent working links, demos and online help tools, information accuracy, and easy website navigation. Therefore, this study suggests that applying good user interface design guidelines at the storefront can be an effective technique for enhancing user security perception and increasing trust and purchase intention.