The Dimensions of Web Site Credibility and Their Relation to Active Trust and Behavioural Impact

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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 website credibility, target audiences’ active trust and behaviour.

Using structural equation modelling to evaluate two credibility models, this study concludes that website credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between website credibility and behavioural impacts. YD8PQECP9ZRP

The paper examines theoretical implications of conceptualizing websites 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.

Read the full paper: CUGELMAN, B., THELWALL, M. & DAWES, P. (2009) The dimensions of website credibility and their relation to active trust and behavioural impact. Communications of the Association for Information Systems.

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In this website, you'll find an overview of my research, some of it published and others that I have conducted out of personal interest. I'm now completing my PhD and gearing up for consulting, so please see my resume and visit AlterSpark to learn more about my professional services. If you have any reactions to or interest in my work, please get in touch.

Public health campaigners are fighting an uphill battle in cyberspace, where for example, pro-smoking and pro-anorexia websites can frequently outrank online health campaigns. This pre-1950 television commercial is part of a campaign by Camel Cigarettes which implied that the medical profession endorsed smoking. This ad series provides a humorous and easy to follow illustration of the way credibility appeals operate, and a good starting point for discussing how credibility and trust may be leveraged to strengthen the impact of online social marketing campaigns.