Как подсказки веб-интерфейса индуцируют онлайн-доверие: обзор литературы
DOI:
https://doi.org/10.54359/ps.v16i87.1353Ключевые слова:
цифровая система, веб-интерфейсы, онлайн-доверие, воспринимаемый риск, индукция доверияАннотация
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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