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What Variables Affect Web Credibility? Slide #1
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
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
What Variables Affect Web Credibility? Slide #2
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Overview
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #3
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 1 A First Look at Credibility
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #4
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Why does Web credibility matter?
Web sites with optimal levels of
credibility
Creators
What to believe on the web
(aka “information quality”)
Consumers
A key factor in Web-based persuasion
PT Lab
Answer #1
What Variables Affect Web Credibility? Slide #5
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
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 Variables Affect Web Credibility? Slide #6
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
What is “credibility”?
• Believability
or
• A perception based on two factors* . . .
trustworthiness expertise
honest
truthfulunbiased
powerful
intelligent
knowledgeable
experienced
good
*Some studies have shown three or more factors
+
What Variables Affect Web Credibility? Slide #7
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Highly credible web sites have. . .
• High levels of perceived trustworthiness and expertise
perceived
trustworthinessperceived
expertiseperceived
credibility+
What Variables Affect Web Credibility? Slide #8
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
One factor can damage credibility
perceived lack of
trustworthinessperceived
expertiseperceived lack of
credibility+
perceived
trustworthinessperceived lack of
expertiseperceived lack of
credibility+
What Variables Affect Web Credibility? Slide #9
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Some semantic issues
“Credibility” and “Trust”• Similar terms but not the same construct
Phrases that refer to credibility• “trust the information”
• “accept the advice”
• “believe the output”
What Variables Affect Web Credibility? Slide #10
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Expertise & Trustworthiness
In these examples, what elements convey expertise? What elements convey trustworthiness?
What Variables Affect Web Credibility? Slide #11
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Expertise & Trustworthiness
In these examples, what elements convey expertise? What elements convey trustworthiness?
What Variables Affect Web Credibility? Slide #12
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 2 Four Types of Credibility
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #13
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Four Types of Credibility
1. Presumed Credibility
2. Reputed Credibility
3. Surface Credibility
4. Experienced Credibility
• It’s helpful to distinguish different types of credibility.• But you won’t find these distinctions in the psychology
literature.
What Variables Affect Web Credibility? Slide #14
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
1. Presumed Credibility
• We believe because of general assumptions we hold.
What Variables Affect Web Credibility? Slide #15
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
1. Presumed Credibility
• We believe because of general assumptions we hold.
• Examples* . . .
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
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #16
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
2. Reputed credibility
• We believe because of a reference from a third party.
What Variables Affect Web Credibility? Slide #17
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
2. Reputed credibility
• We believe because of a reference from a third party.
• Examples* . . .
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.
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #18
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
3. Surface credibility
• We believe because of what we find on simple inspection.
What Variables Affect Web Credibility? Slide #19
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
3. Surface credibility
• We believe because of what we find on simple inspection.
• Examples* . . .
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.
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #20
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
4. Experienced credibility
• We believe because of past experience with site.
What Variables Affect Web Credibility? Slide #21
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
4. Experienced credibility
• We believe because of past experience with site.
• Examples* . . .
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.
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #22
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Why this framework is helpful
• Provides a set of terms for discussion
• Enhances both research & design• Asking better questions• Seeing more possibilities
PresumedCredibility
ReputedCredibility
SurfaceCredibility
ExperiencedCredibility
Trustworthiness
Expertise
What Variables Affect Web Credibility? Slide #23
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Why this framework is helpful
• Provides a set of terms for discussion
• Enhances both research & design• Asking better questions• Seeing more possibilities
PresumedCredibility
ReputedCredibility
SurfaceCredibility
ExperiencedCredibility
Trustworthiness
Expertise
What Variables Affect Web Credibility? Slide #24
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Four Types of Credibility
• Presumed• Reputed• Surface• Experienced
Can you identify the different types of credibility in these examples?
What Variables Affect Web Credibility? Slide #25
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Four Types of Credibility
• Presumed• Reputed• Surface• Experienced
Can you identify the different types of credibility in these examples?
What Variables Affect Web Credibility? Slide #26
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 3 Web Site Variables
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #27
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 3 Web Site Variables
• How to contain the many elements of a Web site?
• We’ve created some frameworks » I’ll talk about one.» See www.webcredibility.org for others.
What Variables Affect Web Credibility? Slide #28
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Framework for Web Site Elements
Web Site Provider• Person or organization that offers the site
» e.g., IBM, Kodak, Amazon
Web Site Content• Information • Functionality
Web site Design • Aesthetic design• Information design• Technical design
What Variables Affect Web Credibility? Slide #29
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web Credibility Grid
Web SiteProvider
Web SiteContent
Web SiteDesign
PresumedCredibility
ReputedCredibility
SurfaceCredibility
ExperiencedCredibility
•information•functionality
•aesthetic•information•technical
What Variables Affect Web Credibility? Slide #30
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web Credibility Grid
Web SiteProvider
Web SiteContent
Web SiteDesign
PresumedCredibility
ReputedCredibility
SurfaceCredibility
ExperiencedCredibility
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*
•information•functionality
•aesthetic•information•technical
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #31
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web Credibility Grid
Web SiteProvider
Web SiteContent
Web SiteDesign
PresumedCredibility
ReputedCredibility
SurfaceCredibility
ExperiencedCredibility
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*
•aesthetic•information•technical
•information•functionality
*These are working hypotheses. To date, we’ve studied only some of these variables.
What Variables Affect Web Credibility? Slide #32
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Small Survey on Web Credibility
Pilot study on 45 variables• Questionnaire, n = 25, with Nina Kim• Purpose: To select variables for experiment
Sample question:
The Web site lists an author for each article.
-3 -2 -1 0 +1+2 +3
much much
less more
credible credible
What Variables Affect Web Credibility? Slide #33
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Survey results were interesting*
mo
re c
red
ible
less credib
le
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
What Variables Affect Web Credibility? Slide #34
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Lab Experiment on Web Credibility
Selected two Web credibility variables for Nina Kim’s thesis experiment
• ads
• typos
What Variables Affect Web Credibility? Slide #35
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web credibility research
Experimental Design
Controlled lab study• 2X2 mixed design, n = 38
• Health information taken from Web
• Independent variables– typos or no typos– ads or no ads
• Dependent variables– questionnaire after viewing
What Variables Affect Web Credibility? Slide #36
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web credibility research
Sample Stimuli
No typos Typos
vs
What Variables Affect Web Credibility? Slide #37
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web credibility research
Sample Stimuli
No Ad Ad
vs
What Variables Affect Web Credibility? Slide #38
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web credibility research
Sample Stimuli
Other sample pages
What Variables Affect Web Credibility? Slide #39
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Web credibility research
What did the data show?
• Typos decreased the credibility of page.
• Ads increased the credibility of page.
• Both effects are stronger for vital info than for less vital info.
What Variables Affect Web Credibility? Slide #40
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 4 Variables Outside the Web
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #41
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 4: Variables Outside the Web
Individual variables– user differences (age, experience, personality, etc.)
Goal variablesFor example,
– information seeking on health– surveillance of current events– passing time, entertainment
Context variables– setting– time factors– technology factors
What Variables Affect Web Credibility? Slide #42
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 5 Three Moving Targets
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #43
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Level 5: Three Moving Targets
Three things are changing . . .1. People
– Web user base will become more diversified.
2. Experience levels– Web users will become more savvy.
3. Technology– Web technology and uses will change.
These moving targets mean . . .• Perceptions of Web credibility will shift over time.• We need an ongoing effort to understand Web credibility.
What Variables Affect Web Credibility? Slide #44
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
Ongoing research efforts at PTL
Research on web credibility perceptions• www.webresearch.org
Web credibility experiments• Online and in the lab
Gathering other work on Web credibility• Pointers at www.webcredibility.org
What Variables Affect Web Credibility? Slide #45
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
In Review
Level 1 A First Look at Credibilitydefinitions, basic issues
Level 2 Four Types of Credibilitydifferent kinds of credibility
Level 3 Web Site Variablesweb elements and a framework
Level 4 Variables Outside the Webindividuals, goals, and contexts
Level 5 Three Moving Targetspeople, experience levels, and technology
Plus two studies
What Variables Affect Web Credibility? Slide #46
Contact: BJ Fogg (bjfogg@stanford.edu)www.webcredibility.org
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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