An Examination of Factors That Affect the Credibility of Online Health Information
http://www.ingentaconnect.com/content/stc/tc/2004/00000051/00000002/art00006
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  peer-reviewed

Freeman, Krisandra S. and Jan H. Spyridakis
Technical Communication Online
2004

Abstract:

The study reported in this article examined the effect of street address and external links on perceptions of credibility of a Web page. The study attempted to determine how readers process these cues by drawing on key theories in both technical communication and psychology, including the Elaboration Likelihood Model. The article includes a review of relevant literature on which the experiment reported here was based, hypotheses concerning the expected outcomes of the experiment, the methodology, the results, and a discussion of the results. Finally, conclusions and implications for future research are discussed.