Webbdesign för att skapa tillit : Tillit, webbdesign och e-handel ur ett konsumentperspektiv

The electronic commerce, or e-commerce, grows each year and with this type of commerce comes unique problems that regular commerce does not have to deal with. E-commerce means that consumers cannot physically touch goods nor have face to face conversations with the retailer. Thus e-commerce involves unique trust issues compared to regular commerce. A key factor for the success of e-commerce is actively working towards gaining consumers trust and one aiding tool to do just that is using web design to gain it. The purpose of this study has been to generate a greater understanding of how web design influences consumer trust towards e-shops. To answer the studies research questions a literature review combined with a group interview and a survey has been carried out. The conclusion of this study points toward that concepts within web design influences consumer trust by various degree. Structure and layout were concepts of e-shops design that is of most importance for gaining consumer trust, even if the aesthetic appearance of e-shops is important