The Evaluation of Online Persuasion Criteria on E-Commerce Website using Persuasive System Design (PSD) Model

Persuasive technology in online shopping is proven to assist people while purchasing online. It is crucial to study how was the implementation of such successful persuasive technology in the e-commerce domain. Also, there are certain marketing strategies against consumers from different generational cohorts. Each generation has unique lifestyles, generational history, demographics, experiences, expectations and values that influence their buying behaviours. The persuasive design of e-commerce websites is related to the website conversion rate and is shown to support people throughout the online purchasing process. The objective of this research study is to evaluate the online persuasion criteria on two largest e-commerce websites in Malaysia; Lazada and Shopee through Persuasive System Design (PSD) principles. The four main categories of design technique applied in PSD are primary task support, dialogue support, credibility support and social support. The result shows that both selected e-commerce websites have applied 71.43% of the PSD principles. The most emphasize design technique in Lazada and Shopee is primary task support, followed by dialogue support. Most of the persuasive features in this model has implemented in both e-commerce websites. However, this research proved that the success of the e-commerce websites is related with the implemented persuasive feature which can be manipulated and implemented by other e-commerce websites.

Designing, Developing and Evaluating a Sustainable Shariah-Compliant E-Commerce Fashion Prototype

This paper describes the full process of design, development and evaluation of a Shariah-compliant e-commerce fashion prototype. The prototype was designed and developed based on Fogg’s (2003) Persuasive Technology principles, namely, the principle of suggestion, principle of similarity and principle of trustworthiness which are able to persuade consumers to visit and eventually purchase products from this site. User Experience Testing was conducted to evaluate user experience in terms of screen layout, features and functionality of the site. Findings of the study indicate that the information offered is useful and the website is well-designed. In addition, the suggestions on size and clothes based on users’ body measurement are helpful when choosing suitable clothes based on one’s body type. Therefore, it can be concluded that Shariah-compliant fashion on this e-commerce site is interesting, useful and user friendly, and thus, can be a sustainable go-to site of e-commerce for Muslim women.

Impact of Internet of Things (IoT) as Persuasive Technology

The Internet of Things (IoT) adds a new dimension to how people and things can communicate and collaborate. Society and the Internet are now being interconnected tightly and purposely. The research aims to analyze how IoT as a persuasive technology can affect human behavior and increase the awareness and effectiveness of IoT products among users. How will the Internet of Things infrastructure facilitate humans to change their attitudes and behaviors towards specific routine work? Our objective is to analyze which factors influence the acceptance and rejection of particular behaviors and the core motivators that persuade people to do something or to avoid something. We aim to determine whether IoT will facilitate humans to change their focused behaviors or not. Because of the rapid convergence of digital and physical worlds and the advent of digital technology, the Internet and social media have opened up a new world of affordances, constraints, and information flows from a design perspective. This article discusses how digital architecture affects behavior and the ramifications for designers who want to influence behavior for social and environmental good. In this paper we aim to give a brief introduction to persuasive technology, especially as it pertains to human adoption of IoT technology. We discuss a number of current research opportunities in IoT gadgets and their adoptions [1]. Our results indicate that persuasive (IoT) infrastructure can be expected to achieve a change of driving behaviour among their adopters. Furthermore, attention should be paid to an appropriate selection and implementation of persuasive strategies.

Culturally-Relevant Persuasive Technology

<p>Persuasive technology (PT) has been defined by B. J. Fogg as "any interactive computing system designed to change peoples attitudes or behaviors". The kinds of attitudes people hold, and the behaviours they exhibit, are influenced by culture, so cultural beliefs play a large role in persuasion. The cross-cultural psychology literature has demonstrated the power of culture on attitude change. To date, however, there has been limited persuasive technology research outside of countries characterised as having individualist culture, where individualism describes cultures in which society members have a primarily individual identity. Little research has explicitly investigated the relationship between persuasive technology and culture. In this thesis, we investigated the hypothesis that persuasive technology is more effective when it reflects the culture of its intended target audience. Firstly, we established a set of effective, culturally-relevant persuasive technology strategies, almost all of which are targeted at use in tools for collectivist audiences. The strategies are based on a combination of findings from the cross-cultural psychology literature focused on the dimensions of individualism and collectivism, an analysis of existing PT strategies, and qualitative insights. Secondly, we developed a culturally-relevant PT prototype based on several of our strategies, in the form of two versions of a game titled Smoke? about smoking cessation. One version of Smoke? was designed to be more persuasive for a NZ European player audience, while the other was designed to be more persuasive for a Maori player audience. We conducted focus groups with potential players, the insights of which guided how we applied several of our culturally-relevant PT strategies in the design of the two game versions. Finally, we evaluated both game versions on individualist, and collectivist test players, using both quantitative and qualitative methods. The results of our evaluation support our hypothesis. Not only did both sets of players engage with, and use the culturally-relevant interface elements of the game designed for their culture, they also demonstrated that the culturally-relevant game versions had increased their anti-smoking beliefs.</p>

Culturally-Relevant Persuasive Technology

<p>Persuasive technology (PT) has been defined by B. J. Fogg as "any interactive computing system designed to change peoples attitudes or behaviors". The kinds of attitudes people hold, and the behaviours they exhibit, are influenced by culture, so cultural beliefs play a large role in persuasion. The cross-cultural psychology literature has demonstrated the power of culture on attitude change. To date, however, there has been limited persuasive technology research outside of countries characterised as having individualist culture, where individualism describes cultures in which society members have a primarily individual identity. Little research has explicitly investigated the relationship between persuasive technology and culture. In this thesis, we investigated the hypothesis that persuasive technology is more effective when it reflects the culture of its intended target audience. Firstly, we established a set of effective, culturally-relevant persuasive technology strategies, almost all of which are targeted at use in tools for collectivist audiences. The strategies are based on a combination of findings from the cross-cultural psychology literature focused on the dimensions of individualism and collectivism, an analysis of existing PT strategies, and qualitative insights. Secondly, we developed a culturally-relevant PT prototype based on several of our strategies, in the form of two versions of a game titled Smoke? about smoking cessation. One version of Smoke? was designed to be more persuasive for a NZ European player audience, while the other was designed to be more persuasive for a Maori player audience. We conducted focus groups with potential players, the insights of which guided how we applied several of our culturally-relevant PT strategies in the design of the two game versions. Finally, we evaluated both game versions on individualist, and collectivist test players, using both quantitative and qualitative methods. The results of our evaluation support our hypothesis. Not only did both sets of players engage with, and use the culturally-relevant interface elements of the game designed for their culture, they also demonstrated that the culturally-relevant game versions had increased their anti-smoking beliefs.</p>

State of Art of the Persuasive Technology using Social Media for Behaviour Change in Malaysia

Persuasive technology is an evolving form of behaviour change agent that is becoming more popular with the emergence of social media. In 2020, 81% of Malaysian are active social media users who contribute to the escalation of behavioural changes using online platforms. This paper provides a verifiable review of 10 years of persuasive technology using social media for Malaysian healthcare and behavioural changes with the concern to (1) reviewing the effectiveness of persuasive technology using social media to behaviour changes, (2) outlining the technology methods, research methods, strategies, theories and targeted behaviour (3) stating the issues regarding the studied persuasive technologies and (4) highlighting the future research recommendation. Keywords: Persuasive technology, behavioural change, social media eISSN: 2398-4287 © 2021 The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v6iSI6.3035

Persuasive Technology in Climate Change Interventions: A Systematic Review Protocol (Preprint)

BACKGROUND The climate crisis is one of the biggest challenges of our time. Technological innovations particularly, persuasive technology have been identified as a veritable tool for effecting behaviour change in the climate-change domain. However, there is limited work on the synthesis of the findings of the existing literature on persuasive technology and climate-change interventions. Therefore, we aim to conduct a systematic review based on the PRISMA-P protocol to examine how persuasive technologies have been used hitherto as a motivational tool to address the problem of climate change and foster behaviour change. OBJECTIVE The objectives of this study are to explore, how effective is persuasive technology in fostering behaviour change aimed at reducing climate change, what persuasive strategies are being employed to promote positive behaviours aimed at reducing climate change, what behaviour theories are being employed in developing persuasive technologies aimed at reducing climate change, what are the behavioural outcomes targeted by persuasive technologies aimed at reducing climate change and what are the study methodologies being employed in persuasive technology/climate change research? METHODS Scopus, PubMed (MEDLINE), IEEE Xplore Digital Library, ACM Digital Library, Web of Science, and ProQuest databases were searched between October 30, 2020, and November 20, 2020, using specific keywords related to “persuasive technology” and "climate change." For the articles to be included in the systematic review, they must have been peer-reviewed user studies that evaluated the effectiveness of persuasive technology designs, prototypes, or implementations that promoted positive behaviours to reduce climate change. RESULTS Summarized findings of the eligible studies will be tabulated under specific themes as described in the objectives of the study. The findings will relate to the effectiveness of persuasive technologies, persuasive strategies employed in technical solutions for climate change, a range of applications of behavioural theories for climate change, targeted behavioural outcomes, etc. CONCLUSIONS The systematic review will help uncover empirical findings on behavioural outcomes related to climate-change persuasive interventions such as adoption intention, attitude, compliance with environmental guidelines, and adherence to pro-environmental behaviours.