Analyzing Initial Trust Transfer between Websites based on Design Levels : Empirical Study Approach

디자인 수준 차이에 따른 웹 사이트간 신뢰전이에 관한 실증연구

This study is concerned with exploring how much initial trust transfers between the two websites based on their design levels. Internet users tend to perceive trust towards websites when their design factors look persuasive. For example, well-designed websites can arouse more trust in users than poorly-designed websites. Online trust transfer between websites has been studied among several researchers. However, there is no study investigating how much initial trust transfers from well-designed websites to poorly-designed websites or vice versa. In this sense, this study fills this research void by empirically analyzing initial trust transfer between the two websites based on their design levels. Empirical results prove that design levels of websites affect initial trust transfer between websites significantly.