| Abstract |
| This study aims to prove the effects of visual elements of the Web interface toward credibility perception of Web information. At first, to enhance knowledge about credibility, key terms relating to the credibility was defined as trustworthiness, expertness, attractiveness and closeness. At second, developed educational and shopping sites was modified in color, graphic and type. And models of a visual credibility through simulated web pages for the online education site and online shopping site was tested. The findings of this study reveal that various design elements that tend to influence user credibility assessments. Especially, for the online education site, `type` is most important factor among other visual elements and for the online shopping site, `graphic` is most important. This study lays the groundwork for further research into the visual elements that affect Web credibility. |
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| Key Words |
| Credibility, Factor analysis, Laddering Technique |
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