Как подсказки веб-интерфейса индуцируют онлайн-доверие: обзор литературы

Авторы

  • Екатерина Косова Национальный исследовательский университет «Высшая школа экономики», Москва, Россия
  • Елена Горбунова Национальный исследовательский университет «Высшая школа экономики», Москва, Россия

DOI:

https://doi.org/10.54359/ps.v16i87.1353

Ключевые слова:

цифровая система, веб-интерфейсы, онлайн-доверие, воспринимаемый риск, индукция доверия

Аннотация

Виртуальная природа веб-среды меняет отношения между участниками социального взаимодействия, в том числе создает необходимость адаптации моделей доверия с учетом нового онлайн-формата. В частности, особое внимание уделяется тому, как на доверие в Интернете может влиять веб-интерфейс, который является единственной точкой контакта между «физической» и цифровой средой. Мы предлагаем разделить все типы интерфейсных подсказок, которые помогают пользователю сформировать доверительные отношения с сайтом, на четыре категории. Первая, атмосферные подсказки дизайна, относится к внешнему представлению веб-сайта. Такие инструменты, как цвет, шрифты и т.д., помогают передать аудитории послание, привлечь и удержать внимание и тем самым укрепить первоначальный контакт и упрочить доверие. Вторая категория, структурные подсказки юзабилити, описывает способ представления информации пользователям сайта. Смысл структурной организации сайта заключается в том, чтобы обеспечить пользователю простой и удобный доступ к функционалу сайта. Третий тип подсказок связан с контентом, опубликованным на сайте: с полнотой и качеством представленной информации, а также с «позиционной» информацией, демонстрирующей одобрение дистрибьютора третьей стороной. Последняя категория подсказок описывает социальные возможности интерфейса. Она включает в себя интеграцию вспомогательных интерфейсов, социальных сетей и специальных антропоморфных элементов структуры и дизайна. Смысл данной категории — в создании иллюзии общения между человеком и человеком вместо обезличенной человеко-машинной коммуникации.

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Авторы

Екатерина Косова, Национальный исследовательский университет «Высшая школа экономики», Москва, Россия

Стажер-исследователь научно-учебной лаборатории когнитивной психологии пользователя цифровых интерфейсов, Национальный исследовательский университет «Высшая школа экономики», 101000 Москва, Россия, Кривоколенный переулок, д. 3

Елена Горбунова, Национальный исследовательский университет «Высшая школа экономики», Москва, Россия

Кандидат психологических наук, заведующий научно-учебной лабораторией когнитивной психологии пользователя цифровых интерфейсов, Национальный исследовательский университет «Высшая школа экономики», 101000 Москва, Россия, Кривоколенный переулок, д. 3

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28.02.2023

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Косова, Е., & Горбунова, Е. (2023). Как подсказки веб-интерфейса индуцируют онлайн-доверие: обзор литературы . Психологические исследования, 16(87), 7. https://doi.org/10.54359/ps.v16i87.1353

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