2.50
Hdl Handle:
http://hdl.handle.net/2436/85974
Title:
Dimensions of web site credibility and their relation to active trust and behavioural impact
Authors:
Cugelman, Brian; Thelwall, Mike; Dawes, Philip L.
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.
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
Type:
Article
Language:
en
ISSN:
1529-3181
Appears in Collections:
Statistical Cybermetrics Research Group

Full metadata record

DC FieldValue Language
dc.contributor.authorCugelman, Brianen
dc.contributor.authorThelwall, Mikeen
dc.contributor.authorDawes, Philip L.en
dc.date.accessioned2009-11-11T17:52:32Z-
dc.date.available2009-11-11T17:52:32Z-
dc.date.issued2009-
dc.identifier.citationCommunications of the Association for Information Systems, 24(26).en
dc.identifier.issn1529-3181-
dc.identifier.urihttp://hdl.handle.net/2436/85974-
dc.description.abstractThis 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.en
dc.language.isoenen
dc.publisherAssociation for Information Systems (AIS)en
dc.relation.urlhttp://aisel.aisnet.org/cais/vol24/iss1/26en
dc.subjectBehaviouren
dc.subjectSocial marketingen
dc.subjectTrusten
dc.subjectInterneten
dc.subjectSocial interactionen
dc.subjectWebometricsen
dc.subjectCaptologyen
dc.subjectWeb site credibilityen
dc.subjectBehavioural changeen
dc.subjectInfluenceen
dc.subjectAdvocacyen
dc.subject.meshPersuasive Communicationen
dc.titleDimensions of web site credibility and their relation to active trust and behavioural impacten
dc.typeArticleen
dc.identifier.journalCommunications of the Association for Information Systemsen
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