Posts Tagged ‘survey ’
Last month, I read a study by B. J. Fogg and others from the Persuasive Technology Lab at Stanford, entitled “What Makes Web Sites Credible? A Report on a Large Quantitative Study”. The paper described an early effort to systematically determine how different elements of web sites affect people’s perceptions of credibility (defined roughly as the intersection of trustworthiness and expertise). The original study design had 1400 participants completing a survey which presented them with 51 web site elements and asked them to rate how much more or less each element would affect the believability of a web site. The two questions I hope to answer, roughly, are “What has changed in the past 10 years about how people assess web site credibility?” and “Is there a cheaper, yet effective, way to do a study like this?”. The results have implications for website design.
