Web Credibility Variables Public

What Variables Affect Web Credibility? A Report of Ongoing Research from Stanford’s Persuasive Technology Lab BJ Fogg (bjfogg@stanford.edu) First presented at CSLI’s Industrial Affiliate Conference Stanford University, November 11, 1999

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Level 1 A First Look at Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Why does Web credibility matter? ,[object Object],Creators ,[object Object],[object Object],[object Object],Consumers ,[object Object],[object Object],PT Lab Answer #1

Why does Web credibility matter? Few have studied this (publicly) Web has least credible info of any medium Web has most credible info of any medium Web standards are taking shape now The Web is not going away any time soon Big money is at stake Web presence is vital for many companies Explosion of Web-based info & services Web users are vulnerable Answer #2

What is “credibility”? ,[object Object],[object Object],[object Object],trustworthiness expertise honest truthful unbiased powerful intelligent knowledgeable experienced good *Some studies have shown three or more factors +

Highly credible web sites have. . . ,[object Object],perceived trustworthiness perceived expertise perceived credibility +

One factor can damage credibility perceived lack of trustworthiness perceived expertise perceived lack of credibility + perceived trustworthiness perceived lack of expertise perceived lack of credibility +

Some semantic issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Expertise & Trustworthiness In these examples, what elements convey expertise? What elements convey trustworthiness?

Level 2 Four Types of Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Four Types of Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Presumed Credibility ,[object Object]

1. Presumed Credibility ,[object Object],[object Object],Increases credibility Decreases credibility Domain name has “.org” Lots of hits on web counter Info on the site is constantly updated Site has AOL domain name Very few hits on web counter Info on the site is rarely updated ,[object Object]

2. Reputed credibility ,[object Object]

2. Reputed credibility ,[object Object],[object Object],Increases credibility Decreases credibility Your medical doctor referred you to this Web site. The site won an award. An authoritative Web site linked to this site. Your friend said the site was horrible. The newspaper said the site was down for three days. A political group you don’t like endorses the site. ,[object Object]

3. Surface credibility ,[object Object]

3. Surface credibility ,[object Object],[object Object],Increases credibility Decreases credibility Site looks professional. Site is from an organization you recognize. You see that articles have citations. Site looks confusing. The organization has no presence outside the Web. The site uses many animated features. ,[object Object]

4. Experienced credibility ,[object Object]

4. Experienced credibility ,[object Object],[object Object],Increases credibility Decreases credibility You get a quick response to a customer service question. You can navigate the site easily. You’ve found the content to be fair and balanced. The site has a broken link. The site takes a long time to download each page. You’ve seen factual errors on the site. ,[object Object]

Why this framework is helpful ,[object Object],[object Object],[object Object],[object Object],Presumed Credibility Reputed Credibility Surface Credibility Experienced Credibility Trustworthiness Expertise

Why this framework is helpful ,[object Object],[object Object],[object Object],[object Object],Presumed Credibility Reputed Credibility Surface Credibility Experienced Credibility Trustworthiness Expertise 

Four Types of Credibility ,[object Object],[object Object],[object Object],[object Object],Can you identify the different types of credibility in these examples?

Level 3 Web Site Variables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Level 3 Web Site Variables ,[object Object],[object Object],[object Object],[object Object]

Framework for Web Site Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Credibility Grid Web Site Provider Web Site Content Web Site Design Presumed Credibility Reputed Credibility Surface Credibility Experienced Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object]

Web Credibility Grid Web Site Provider Web Site Content Web Site Design Presumed Credibility Reputed Credibility Surface Credibility Experienced Credibility The provider is a nonprofit organization. The site was created by an outside design firm. The site has ads from reputable companies. Users are familiar with the provider outside of the Web context. The provider is recognized as an expert by others. The site’s content has always been accurate and unbiased. The site is easy to navigate. The site appears to have lots of relevant information. The content has been approved by an outside agency. The site won an award for technical achievement. The site has a pleasing visual design. Users with questions receive quick and helpful answers. Examples of elements that increase credibility* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Credibility Grid Web Site Provider Web Site Content Web Site Design Presumed Credibility Reputed Credibility Surface Credibility Experienced Credibility The site tries to recruit advertisers but has none so far. The site has no security protocols for transactions. The site shows only a few hits on their web counter. The site’s URL does not match the provider’s name. The provider was sued for patent infringement and lost. The site has typographical errors. The site has links to pages that no longer exist. The site seems to have more ads than information. The content got bad reviews from an outside agency. The site is reported to have copied the design of another site. The text font is either too large or small to read comfortably. The site doesn’t give contact information anywhere. Examples of elements that decrease credibility* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Small Survey on Web Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Survey results were interesting * more credible less credible Was referred to you by a good friend Contains a link to a site you trust Contains an ad for IBM Contains many spelling and grammatical errors Was created with PageMill or FrontPage software Charges a monthly access fee Contains broken links Contains misleading ads Makes it difficult to distinguish ads from content Contains a typographical error Has “.com” in the domain Contains animation Has “.org” in the domain Lists an author for each article Lists a physical address for the page sponsor Is easy to navigate Provides quick response to a customer service question Presents information that may help its competitors Represents a company or organization you recognize *The sample size in this survey was too small to draw firm conclusions

Lab Experiment on Web Credibility ,[object Object],[object Object],[object Object]

Web credibility research Experimental Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web credibility research Sample Stimuli No typos Typos vs

Web credibility research Sample Stimuli No Ad Ad vs

Web credibility research Sample Stimuli Other sample pages

Web credibility research What did the data show? ,[object Object],[object Object],[object Object]

Level 4 Variables Outside the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Level 4: Variables Outside the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Level 5 Three Moving Targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

Level 5: Three Moving Targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ongoing research efforts at PTL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Plus two studies

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