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The credibility of web sites is becoming an increasingly
important area to understand. To expand knowledge in this
domain, we conducted an online study that investigated how
different elements of Web sites affect people’s perception of
credibility. Over 1400 people participated in this study, both
from the U.S. and Europe, evaluating 51 different Web site
elements. The data showed which elements boost and which
elements hurt perceptions of Web credibility. Through
analysis we found these elements fell into one of seven
factors. In order of impact, the five types of elements that
increased credibility perceptions were “real-world feel,” “ease
of use,” “expertise,” “trustworthiness,” and “tailoring.” The
two types of elements that hurt credibility were “commercial
implications” and “amateurism.” This large-scale study lays
the groundwork for further research into the elements that
affect Web credibility. The results also suggest implications
for designing credible Web sites.
View all 15 works published by Stanford University |
What Makes Web Sites Credible? A Report on a Large Quantitative Study
http://captology.stanford.edu/pdf/p61-fogg.pdf
Fogg, B.J., Jonathan Marshall, Othman Laraki, Alex Osipovich, Chris Varma, Nicholas Fang, Jyoti Paul, Akshay Rangnekar, John Shon, Preeti Swani and Marissa Treinen
Stanford University
2001
Abstract: The credibility of web sites is becoming an increasingly
important area to understand. To expand knowledge in this
domain, we conducted an online study that investigated how
different elements of Web sites affect people’s perception of
credibility. Over 1400 people participated in this study, both
from the U.S. and Europe, evaluating 51 different Web site
elements. The data showed which elements boost and which
elements hurt perceptions of Web credibility. Through
analysis we found these elements fell into one of seven
factors. In order of impact, the five types of elements that
increased credibility perceptions were “real-world feel,” “ease
of use,” “expertise,” “trustworthiness,” and “tailoring.” The
two types of elements that hurt credibility were “commercial
implications” and “amateurism.” This large-scale study lays
the groundwork for further research into the elements that
affect Web credibility. The results also suggest implications
for designing credible Web sites.
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