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Wolverhampton Intellectual Repository and E-Theses > School of Technology > School of Computing and IT > Statistical Cybermetrics Research Group  > Dimensions of web site credibility and their relation to active trust and behavioural impact

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/85974
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Title: Dimensions of web site credibility and their relation to active trust and behavioural impact
Authors: Cugelman, Brian
Thelwall, Mike
Dawes, Philip L.
Citation: Communications of the Association for Information Systems, 24(26).
Publisher: Association for Information Systems (AIS)
Journal: Communications of the Association for Information Systems
Issue Date: 2009
URI: http://hdl.handle.net/2436/85974
Additional Links: http://aisel.aisnet.org/cais/vol24/iss1/26
Abstract: This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between Web site credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that Web site credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between Web site credibility and behavioural impacts. The paper examines theoretical implications of conceptualizing Web sites according to a human credibility model, and factoring trust into Internet-based behavioural change interventions. Practical guidelines suggest ways to address these findings when planning online social marketing interventions.
Type: Article
Language: en
Keywords: Behaviour
Social marketing
Trust
Internet
Social interaction
Webometrics
Captology
Web site credibility
Behavioural change
Influence
Advocacy
MeSH: Persuasive Communication
ISSN: 1529-3181
Appears in Collections: Statistical Cybermetrics Research Group

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