Design And Research Of The User Trust Experience In Internet Finance Websites

With the rise of Internet finance, the Internet industry and the traditional finance have engaged in a deep collaborative process. Financial products develop rapidly through personal computers, on-line and off-line channels, as well as financial product innovations. But people are always alerted by the risks and the security problems in Internet finance. It makes the issue of trust become a very prominent one of user experience in this industry. This essay attempts to study on how the user experience methods influence on the establishment and maintaining of website trust through the trust forming mechanism and the website characteristics.There are two main aspects of establishing and maintaining trust: cognitive trust is a willingness to rely on a service provider based on specific instances of reliable conduct; affective trust is based on affect experienced from interacting with the service provider. User experience can be summarized into two dimensions: ‘Good' including usability and accessibility, and ‘Beauty' including stimulation and identification, which means experience can be divided into cognitive experience and affective experience. Cognitive experience is driven by function, while affective experience is driven by emotion. According to the bidimensionality of trust and experience, the experience design methods can be used in trust experience design.This thesis summaries a trust experience model based on numerous relevant theories studies of trust forming mechanism and website experience, actual case studies as well as user interviews and studies. It can describe the affect and methods of experience design in the establishment and maintaining of website trust. The previous research results in this essay will be applied for designing a trustful official website for a Internet insurance startup, which shows the basic process of the website trust experience design method, its effectiveness, and the result of trust experience evaluation.The results and innovative value of this thesis is summarizing the generality between trust and user experience, presenting a set of user experience design methods which can be used to establish and maintain the trust in the Internet finance website, and a trust experience evaluation scale to judge the website trust level.