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Gender Difference in the Credibility Perception of Mobile Websites: A Mixed Method Approach

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dc.contributor.authorOyibo, Kiemute
dc.contributor.authorVassileva, Julita
dc.contributor.authorSahabi Ali, Yusuf
dc.date.accessioned2017-02-19T01:15:56Z
dc.date.available2017-02-19T01:15:56Z
dc.date.issued2016-07-13
dc.description.abstractTo persuade people to buy a product or service online, they must be visually convinced and attracted to use the sales website. Thus, there is need to understand how different user groups perceive various designs of websites for better adaptation. A lot of research has shown that users' judgment of the credibility of a website is critical to its success. However, in the mobile domain, little has been done empirically to 1) investigate users' credibility perception of a website; and 2) how it changes as the user interface (UI) design is systematically altered. This paper bridges this gap by carrying out sentiment and statistical analyses of users' perceptions of four systematically modified mobile websites among 285 subjects from North America, Africa and Asia. The results show that mobile website design affects the perception of its credibility, with 1) females being more critical and sensitive to UI changes than males; and 2) the grid-layout website design preferred to the list-layout website design by both genders. The study contributes to knowledge in three ways. First, it provides a concise model for understanding users' UI perceptions, expectations and gender differences. Second, it presents important findings that will enable a gender-based mobile website adaptation. Third, it provides a set of empirically backed guidelines for mobile web design.en_US
dc.description.sponsorshipSIGCHI ACM Special Interest Group on Computer-Human Interaction SIGWEB ACM Special Interest Group on Hypertext, Hypermedia, and Weben_US
dc.identifier.doi10.1145/2930238.2930245
dc.identifier.isbn978-1-4503-4368-8
dc.identifier.urihttp://hdl.handle.net/10388/7754
dc.language.isoenen_US
dc.publisherACM New York, NY, USAen_US
dc.titleGender Difference in the Credibility Perception of Mobile Websites: A Mixed Method Approachen_US
dc.typeArticleen_US

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