Despite the increase in online scams and malicious websites, internet consumers are 20 per cent more trusting of websites than they were five years ago, according to a new University of Melbourne study.

However, while surfers may be more trusting, online shoppers are 30 per cent less loyal to online businesses than in 2007.

Author of the study, Dr Brent Coker, said the increase in online consumer trust is largely linked to the visual appeal of websites. “As aesthetically orientated humans, we’re psychologically hardwired to trust beautiful people, and the same goes for websites. Our offline behaviour and inclinations translate to our online existence. As the internet has become prettier, we are venturing out, and becoming less loyal.”

“With websites becoming increasingly attractive and including more trimmings, this creates a greater feeling of trustworthiness and professionalism in online consumers.” [continue reading…]