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Online Credibility Testing In Small Organizations: A Case Study Of The Global Village Gifts Website, Natalie Cheney Homan
Online Credibility Testing In Small Organizations: A Case Study Of The Global Village Gifts Website, Natalie Cheney Homan
Undergraduate Honors Capstone Projects
A visitor's perception of the credibility of a website and the organization behind it is a matter of great importance to any business. A theory known as prominence-interpretation theory suggests that users make credibility judgments through a two-step process: "1. The user notices something (Prominence), and 2. The user makes a judgment about it (Interpretation)" (Fogg, et al., 2003). With this theory as a basis for support, Heidi Everett (2012) developed a credibility test for small businesses to assess the credibility of their website through a focus group.
Global Village Gifts (GVG) is a not-for-profit fair trade store in Logan, …