E5 ABOUT US

Fogg, B. , J. Marshall , O. Laraki , A. Osipovich , C. Varma , N. Fang , J. Paul , A. Rangnekar , J. Shon , P. Swani , and M. Treinen . (2001, March 31–April 5) What makes Web sites credible? A report on a large quantitative study. CHI 2000, ACM Conference on Human Factors in Computing Systems, CHI Letters, 3(1): 61–68. (http://www.webcredibility.org/studies/p61-fogg.pdf)
This paper presents the results of a survey of over 1,400 people from the United States and Europe, reporting how various factors in Web design affected people's perceptions of credibility. Some interesting results include the facts that providing quick responses to customer service questions, listing the organization's physical address, having a contact phone number and e-mail address, and having photos of the organization's members helped increase credibility.