Measures of Central Tendency: Mean, Median and Mode
Web Credibility Variables Public
1. 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
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5. 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
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8. 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 +
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10. Expertise & Trustworthiness In these examples, what elements convey expertise? What elements convey trustworthiness?
11. Expertise & Trustworthiness In these examples, what elements convey expertise? What elements convey trustworthiness?
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33. 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
46. 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