From an economic point of view, a critical aspect of online services is their ability to retain customers. The aim of presented study was the use of a layered model VIPR (Visual - Interaction - Process - Relation ) for commercial services online. The indicator of trust and establishing lasting relationships were assessment achieved from experienced users of commercial online services (n = 207), obtained by means of Web Credibility Scale Commercial Services, which measures eight factors: visual clarity, ease of use, interactivity, user guidance, recommendations, customer care, information content and personalization. According to VIPR Model, visual clarity, ease of use, interactivity and information content created one single group of factors (layer). Each additional factor was a separate item. For customers of least important to inspire confidence were visual clarity and ease of use (basic values, the area of an individual). Top evaluated were personalization and recommendations (value added social area). Especially, recommendations represent a new user needs that have emerged with the development of competition in the market of online services. Model VIPR has been positively verified. Indication of two dimensions: core/added values and personal/social area gives a new perspective on human-computer interaction.
Authors
Additional information
- Category
- Publikacja w czasopiśmie
- Type
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Language
- angielski
- Publication year
- 2013
