This dissertation was written as a part of the MSc in E-Business and Digital marketing at
the International Hellenic University. As part of the new era, more and more people are
buying products online, such organizations should persuade potential customers to
purchase from their online shop all the goods and/or services they may need, and not from
another vendor. To gain insight in which way the most successful online shops can
enhance the persuasiveness of their website design by applying some motivator factors to
a different extent, this study aims to understand to what extent and in which manner thirty
successful online shops make use of the six principles identified by Cialdini in their
website.
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