How Do
People Evaluate My Web Site's Credibility?
provided
by
Rachel Dickson
http://www.rachel-dickson.com
|
|
Percent |
Comment
Topics |
|
1. |
46.1% |
Design Look |
|
2. |
28.5% |
Information Design/Structure |
|
3. |
25.1% |
Information Focus |
|
4. |
15.5% |
Company Motive |
|
5. |
14.8% |
Information Usefulness |
|
6. |
14.3% |
Information Accuracy |
|
7. |
14.1% |
Name Recognition and Reputation |
|
8. |
13.8% |
Advertising |
|
9. |
11.6% |
Information Bias |
|
10. |
9.0% |
Writing Tone |
|
11. |
8.8% |
Identity of Site Operator |
|
12. |
8.6% |
Site Functionality |
|
13. |
6.4% |
Customer Service |
|
14. |
4.6% |
Past Experience with Site |
|
15. |
3.7% |
Information Clarity |
|
16. |
3.6% |
Performance on Test by User |
|
17. |
3.6% |
Readability |
|
18. |
3.4% |
Affiliations |
|
(Categories with less than 3% incidence are not in this table.) |
||
Source:
How
Do People Evaluate a Web Site's Credibiltity? Results from
a Large Study
http://www.consumerwebwatch.org/news/report3_credibility/research/stanfordPTL_abstract.htm
A
Consumer WebWatch research report, prepared by Stanford Persuasive
Technology Lab, Cordura Hall 226, Stanford University, Stanford,
California, 94305
*Please feel free to use the content of this article, but I request only that you link back to this site and give credit to the resources quoted within this article. Rachel Dickson --Be Significant
http://www.rachel-dickson.com
rachel@rachel-dickson.com