Website design features: Exploring how social cues present in the online environment may impact risk taking

Abstract

The nature of the online environment makes it difficult for individuals to verify their safety and to identify latent risks in online activities. This limits website users' ability to take appropriate security precautions. Websites use various features and functions supported by computer‐based media technologies to communicate and interact with users to achieve business success. Most website features research has previously focused solely on e‐commerce websites, leaving a knowledge gap in terms of website feature design and its impact in a broader context. An investigation applying a descriptive auditing method was undertaken on 50 Australian‐based websites from 10 categories to identify social cues presented to users. A website feature strategic emphasis framework was applied. Results generated a list of 48 unique features with social cues and highlighted their usage, which may influence decision‐making across website categories. Without comprehensive user protection for these design features, website visitors may not be aware of potential consequences. This research enriches understanding of potential features with social cues that may influence decision‐making and provides a foundation for online environment feature design regulation. Through identifying potential social and environmental cues in website features, this study will guide future studies in assessing websites' impact on online risk‐taking behavior and further contribute to online risk‐taking prevention.