Website Credibility, Active Trust and Behavioural Intent

Authors:
Brian Cugelman;Mike Thelwall;Phil Dawes
Affiliations:
Statistical Cybermetrics Research Group and Technology Centre (MI Building), University of Wolverhampton, Wolverhampton, United Kingdom WV1 1LY and Wolverhampton Business School, University of Wol ...;Statistical Cybermetrics Research Group and Technology Centre (MI Building), University of Wolverhampton, Wolverhampton, United Kingdom WV1 1LY;Wolverhampton Business School, University of Wolverhampton, Wolverhampton, United Kingdom WV1 1LY
Venue:
PERSUASIVE '08 Proceedings of the 3rd international conference on Persuasive Technology
Year:
2008

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Abstract

This paper evaluates data from an international anti-poverty campaign to assess if common principles from e-marketing and persuasive technology apply to online social marketing. It focuses on the relationships between website credibility, users' active trust attitudes and behavioural intent. Using structural equation modelling, the evaluation found a significant relationship between these variables and suggests strategies for online behavioural change interventions.