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Vol.18, No.0, 7 ~ 19, 2008
Components of the Web Sites Credibility - Focusing on Investigating the Elements of Credibility Using Laddering Technique -
정혜경 Hae-kyung Chung
This study investigated the effects of visual elements in the web site credibility. Limited research has been studied about the impact of visual components` effect on the web. This study is the previous research of the finding of visual effect on the web credibility. The factor analysis was conducted to find out the credibility`s components. Factors was chosen by the individual sixteen people`s depth interview. Result showed that credibility can be defined as believability, trustworthiness, expertise and attractiveness.
Key Words
Credibility, Factor analysis, Laddering Technique
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