Persuasion Techniques used by Successful Online Shops| To what extent and in which manner are the seven persuasion principles of Cialdini used by the successful online shops in the Netherlands?

Halbesma, . C. (2017) Persuasion Techniques used by Successful Online Shops| To what extent and in which manner are the seven persuasion principles of Cialdini used by the successful online shops in the Netherlands?

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Abstract:As more and more Dutch people are buying online, Dutch’ organizations should persuade (potential) customers to purchase goods and/or services from their online shop and not from their competitors. To gain insight in which way Dutch’ online shops can enhance the persuasiveness of their website design by applying motivator factors to a different extent and/or in different manners, this study aims to understand to what extent and in which manner successful online shops in the Netherlands make use of the seven principles identified by Cialdini in their website design. By means of a developed coding scheme consisting of 224 different techniques divided among 50 categories, a total of 1521 pages of ten successful online retail shops and ten successful online travel shops used in the Netherlands were analysed. The results show that at least 188 different techniques are used once and 31 techniques by more than the half of the analysed online shops. Liking is the most used principle followed by authority. Reciprocity is the least used principle. Although almost all twenty online shops make use of the seven Cialdini principles, sixteen online shops make use of the reciprocity principle and nineteen online shops of the social proof and unity principle. More different unity techniques are applied by online travel shops than by online retail shops. Moreover, the total number of social proof, unity and authority techniques applied are also greater for online travel shops than for online retail shops, while the opposite is the case with the total number of times the reciprocity techniques are applied. Generally, the successful online shops make use of many Cialdini techniques and of many different techniques underlying to the seven Cialdini techniques. Keywords: Persuasion, Motivator Factors, Cialdini Principles, Website Design.
Item Type:Essay (Master)
Clients:
ONMA, Enschede, the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/73458
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