Human-Machine Interaction in E-commerce: a Multi-Faceted Examination of CAPTCHA Effect

The growing prevalence of automated threats in e-commerce necessitates effective security measures, exemplified by CAPTCHAs (Completely Automated Public Turing test to tell Computers and Humans Apart). However, the use of CAPTCHAs introduces challenges related to user perception, engagement, and frustration. This study aims to comprehensively analyze the impact of CAPTCHAs on ecommerce transactions, including their influence on user behavior, security effectiveness, and the complexity of their implementation. Through a structured questionnaire-based approach, we gathered insights from users, assessing their experiences and perceptions of CAPTCHAs during online shopping. Our analysis involved quantitative data, utilizing statistical software, to provide a holistic understanding of these security measures in the e-commerce domain. Users support the effort to make CAPTCHAs engaging, and many find gamified elements positive. A substantial number express high frustration with multiple CAPTCHAs, affecting their willingness to return to e-commerce platforms. This study outlines the importance of optimizing CAPTCHAs to balance security and user experience in e-commerce.