Abstract

This study introduces a new model of credibility for websites: graphical interfaces, functioning as bi-directional channels of communication that enable both users and computers to communicate. In the proposed model, website credibility is based on (i) Context of fruition: situational factors and internal characteristics of users, measured by level of involvement (Zaichkowsky, 1994); (ii) Stimuli: inputs that attract the attention of users as interpreted through their memory schemata. These enable users to generate prototypes – representative models of a particular membership category – and examples – imitative models of a membership category; and (iii) Mental schemata: unconscious cognitive representations, based on knowledge structures. These enable one to differentiate between users who are experts – individuals who possess these schemata – and those who are novices – individuals who do not (Guido, 2001). Results obtained from two experimental studies showed that credibility should not be considered an objective characteristic ascribed to its source, but a subjective one, deriving from users’ cognitive and motivational processes.

Autore Pugliese

• Guido Gianluigi

Tutti gli autori

• Guido G. , Prete M. I. , Sammarco L.

Titolo volume/Rivista

JOURNAL OF TARGETING, MEASUREMENT AND ANALYSIS FOR MARKETING

Anno di pubblicazione

2010

ISSN

0967-3237

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

Non Disponibile

Numero di citazioni Scopus

Non Disponibile

Ultimo Aggiornamento Citazioni

Non Disponibile

Settori ERC

Non Disponibile

Codici ASJC

Non Disponibile