Many people are now influenced by the information and advice they find on the Internet, much of it of dubious quality. This paper is concerned with those factors capable of influencing people’s response to online advice. It 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 three key factors – source credibility, personalisation and predictability – are shown to predict whether or not people actually follow advice given online.
Who do you turn to? Predicting trust in online advice
De Angeli, Antonella
2002-01-01
Abstract
Many people are now influenced by the information and advice they find on the Internet, much of it of dubious quality. This paper is concerned with those factors capable of influencing people’s response to online advice. It 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 three key factors – source credibility, personalisation and predictability – are shown to predict whether or not people actually follow advice given online.File in questo prodotto:
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