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Vol.18, No.0, 7 ~ 19, 2008
Title
 Components of the Web Sites Credibility - Focusing on Investigating the Elements of Credibility Using Laddering Technique - 정혜경 Hae-kyung Chung
Abstract
 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 credibilitys 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.
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