The Role of Human-Centered Design in Enhancing Trust and Satisfaction in E-Commerce within Industry 5.0

Industry 5.0, with its human-centric vision, emphasizes seamless interaction between humans and machines, paving the way for enhanced user experiences in various sectors, including e-commerce. This study investigates the impact of human-centered design (HCD) on fostering trust and satisfaction in e-commerce platforms, addressing a notable gap in the literature. The research identifies seven critical aspects of HCD: intuitive interfaces, user involvement, transparency, personalization, security, accessibility, and aesthetics. A mixed-method approach was employed, starting with content analysis to identify relevant factors and select two e-commerce platforms, one with high HCD quality and one with low HCD quality. A total of 100 participants performed shopping tasks on these platforms, followed by surveys measuring perceived trust, satisfaction, and purchase intentions. Statistical analysis revealed that the high-HCD platform significantly outperformed the low-HCD platform in terms of clarity, perceived security, transaction transparency, ease of use, overall satisfaction, and repurchase likelihood. The findings highlight the transformative potential of integrating HCD principles with advanced technologies in e-commerce to align with Industry 5.0's human-centric goals. By enhancing user trust and satisfaction, HCD contributes to improved user loyalty, better business outcomes, and sustainable growth in digital commerce. This study provides valuable insights for designing e-commerce platforms that resonate with the ethical, social, and technological principles of Industry 5.0.