Elements that affect web credibility: early results from a self-report study

Authors:
BJ Fogg;Jonathan Marshall;Alex Osipovich;Chris Varma;Othman Laraki;Nicholas Fang;Jyoti Paul;Akshay Rangnekar;John Shon;Preeti Swani;Marissa Treinen
Affiliations:
Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA;Stanford University, Stanford, CA
Venue:
CHI '00 Extended Abstracts on Human Factors in Computing Systems
Year:
2000

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Abstract

We conducted an online survey about Web credibility, which included over 1400 participants. People reported that Web site credibility increases when the site conveys a real-world presence, is easy to use, and is updated often. People reported that a Web site loses credibility when it has errors, technical problems, or distracting advertisements. Our study is an early effort to identify Web credibility elements and empirically investigate the effect of each.