Many people are now influenced by the information and advice they find on the Internet, much of it of dubious quality. This paper describes two studies concerned with those factors capable of influencing people’s response to online advice. The first study is a qualitative account of a group of house-hunters attempting to find worthwhile information online. The second study describes a survey of over two and a half thousand people who had actively sought advice over the Internet. A framework for understanding trust in online advice is proposed in which first impressions are distinguished from more detailed evaluations. Good web design can influence the first process, but three key factors – source credibility, personalisation and predictability – are shown to predict whether or not people actually follow the advice given.
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Sources: Pamela Briggs, Bryan Burford, Paula Lynch, Alexandra Trabak
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