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dc.contributor.authorCugelman, Brian
dc.contributor.authorThelwall, Mike
dc.contributor.authorDawes, Philip L.
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).
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.
dc.language.isoen
dc.publisherAssociation for Information Systems (AIS)
dc.relation.urlhttp://aisel.aisnet.org/cais/vol24/iss1/26
dc.subjectBehaviour
dc.subjectSocial marketing
dc.subjectTrust
dc.subjectInternet
dc.subjectSocial interaction
dc.subjectWebometrics
dc.subjectCaptology
dc.subjectWeb site credibility
dc.subjectBehavioural change
dc.subjectInfluence
dc.subjectAdvocacy
dc.subject.meshPersuasive Communication
dc.titleDimensions of web site credibility and their relation to active trust and behavioural impact
dc.typeJournal article
dc.identifier.journalCommunications of the Association for Information Systems
refterms.dateFOA2018-08-20T12:51:27Z
html.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.


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