Fogg and Cialdini's persuasive principles present in different types of e-services' web pages

This work is built on the research done on persuasion by Fogg and Cialdini. It investigates the type and number of persuasive tools applied to the web design of different categories of e-services, them being: e-commerce, e-banking, and e-government. The aim is to provide an insight into a possible link between the type of service provided and the persuasive techniques applied to the web design. The results of this study indicate that e-commerce applies almost all the persuasive tools described both by Fogg and Cialdini, while e-government is the subcategory that applies the least amount of persuasive techniques in their design. This study concludes by discussing the results and highlighting limitations and possible future directions.