According to the results of the study of D'Hertefelt (2000) on the perception of security in transactions via Web, the security perception depends mainly on the simplicity of the site.
The users affirm that if everything is clear and simple in a website, they feel confidence, because although still in case they are not familiarized with the use of computers or the concrete site, there are no complex elements that escape to them. The users do not like of dark or full designs of unknown hidden options that make them distrust of their skill. A commentary to avoid of the users could be the page this flood of options, who knows if I have left some essential without completing.
The conclusions of the study of D'Hertefelt affirm that the feeling of security undergone by a user in an interactive system is determined by its sensation of control of the interactive system, that is to say, if a user thinks that he controls a website will have more confidence in this one. Due to the low level of knowledge of the average users, these only think that they control sites simple and easy to handle, the usability is then one of the keys to generate confidence.
The confidence is at the moment the main brake to the development of the electronic commerce. The users are reticent to give to their confidential data and especially their banking card number through the network.
The conclusions of another study (Cheskin Research)
- An effective navigation is a precondition necessary to communicate confidence. The best way to generate confidence is by means of a good navigation and an image name brand well-known good.
- The specific certificates of guarantee of Internet little are recognized by the users, but when they are it, they transmit major confidence that the logos of credit cards, which in spite of easily being recognized, transmit little confidence.
- The certificates of use of security technology communicate more confidence than the previous ones.
- The great majority of studied sites and that have greater confidence, do not have presence in the physical world, that is to say, have managed to generate that confidence through the Network.
Other elements that transmit confidence in a Web are the absence of broken connections, the graphs of high quality (not as far as resolution) and a clear and concise style. Nevertheless, the confidence in a low site when promotional style is used.
The users identify promotional language with loss of time, which agrees with the extreme focusing of the users in its objective while they sail and its style of impatient navigation. The connections to external websites of prestige contribute to the confidence generation because they demonstrate that the author is not scared to lose users and who the same trusts its website.