Prominence-interpretation theory: explaining how people assess credibility online

Four years of research has led to a theory that describes how people assess the credibility of Web sites. This theory proposes that users notice and interpret various Web site elements to arrive at an overall credibility assessment. Although preliminary, this theory explains previous research results and suggests directions for future studies. Keywords Online credibility, user trust, HCI theory, Web site design, involvement, cultural differences, Web credibility.

• Type: Conference
• Year: 2003
• Where: CHI
• Authors: B. J. Fogg
• Keywords: CHI 2003, Human Computer Interaction, Keywords Online Credibility, Overall Credibility Assessment, Web Site