First impressions with websites: the effect of the familiarity and credibility of corporate logos on perceived consumer swift trust of websites

Authors:
Paul Benjamin Lowry;Tom L. Roberts;Trevor Higbee
Affiliations:
Information Systems Department, Brigham Young University;Information Systems Department, Louisiana Tech University;Information Systems Department, Brigham Young University
Venue:
HCI'07 Proceedings of the 12th international conference on Human-computer interaction: applications and services
Year:
2007

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Abstract

The current study extends theory related to the truth effect and mere-exposure effect by detailing how increased familiarity with third-party vendor logos will increase consumer short-term trust in unfamiliar websites, based on short-term impressions. The study uses a controlled 254-participant experiment. The results indicate that familiarity with a third-party logo positively impacts the credibility and short-term (swift) trust of an unfamiliar website. Additionally, the study finds that credibility of a third-party logo positively impacts the swift trust a visitor has in a website. Overall, the study concludes that both familiarity and credibility of third-party logos positively impacts swift trust in consumer websites, and familiarity has a positive impact on increasing credibility.