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Date of Award
Thesis - Pacific Access Restricted
Master of Arts (M.A.)
Carol Ann Hackley
First Committee Member
Second Committee Member
R. Alan Ray
The Internet is an incredibly complex and understudied communication channel. In a state of constant flux, the Net continues to give rise to new and farreaching types of interaction among its users. The Internet and its infinite web sites are at the global community's disposal. The abundance and selection of information has made the Internet the tool of all trades. Because of the prominent place the Net has assumed, it is important for web sites to be perceived as credible.
The current study is based on the results of a large-scale study conducted by Stanford University Persuasive Technology Lab in 2002. Stanford determined that 46.1 percent of the time, respondents judged a web site as credible, based on "design/look" of the web site. The current study replicates the Stanford findings, on a smaller scale, and forges an empirical link between specific design variables and the theory of source credibility.
Rollins, Cynthia Karyn. (2003). Instant credibility : an exploratory study of web site credibility through the application of communication and design theory : a thesis .... University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/577
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