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Measuring Online Trust of Websites

Measuring Online Trust of Websites. COM 586 Tony Teng. What is credibility?. Credibility = Trust Trust ≠ Truth Offline trust v.s. Online trust?. Model of Online Trust. Design Guideline. 1. Design Websites to convey the “real world” aspect of the organization.

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Measuring Online Trust of Websites

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  1. Measuring Online Trust of Websites COM 586 Tony Teng

  2. What is credibility? • Credibility = Trust • Trust ≠ Truth • Offline trust v.s. Online trust?

  3. Model of Online Trust

  4. Design Guideline • 1. Design Websites to convey the “real world” aspect of the organization. • 2. Make Web sites easy to use. • 3. Including markers of expertise. • 4. Including markers of trustworthiness. • 5. Tailor the user experience. • 6. Avoid overly commercial elements on a Website. • 7. Avoid the pitfalls of amateurism.

  5. Reference • B. J. Fogg, Jonathan Marshall, Othman Laraki, Alex Osipovich, Chris Varma, Nicholas Fang, Jyoti Paul, Akshay Rangnekar, John Shon, Preeti Swani, Marissa Treinen. (2001) What makes Web sites credible?: a report on a large quantitative study. Proceedings of the SIGCHI conference on Human factors in computing systems CHI ‘01. 61-68. Retrieved May 12, 2007, from ACM Digital Library http://portal.acm.org.offcampus.lib.washington.edu/citation.cfm?id=365037&coll=portal&dl=ACM&CFID=18434106&CFTOKEN=11067319.

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