TABLE OF CONTENTS The Web Credibility Framework can be extended to another level when it is combined with the four types of credibility described in Chapter 6 presumed, reputed, surface, and earned. These two perspectives can be integrated to create a grid (Table 7.14) that captures many elements of a Web experience.
| Presumed credibility | Reputed credibility | Surface credibility | Earned credibility | |
|---|---|---|---|---|
| Based on general assumptions in the user s mind | Based on third-party endorsements, reports, or referrals | Based on simple inspection, first impressions | Based on firsthand experience that extends over time | |
| Examples | ||||
| Site operator | The source is a nonprofit organization. | The person writing the Web article is a recognized expert. | Users are familiar with the source s brand outside the Web. | The source always sends quick answers to site users questions. |
| Site content | The site has ads from reputable companies. | The content has been endorsed by a respected outside agency (e.g., the Health on the Net Foundation). | The site appears to have lots of relevant information. | The site s content has always been accurate and unbiased. |
| Site design | The site has a search feature on the top page. | The site won an award for technical achievement. | The site has a pleasing visual design. | The site is easy to navigate. |
The Web Credibility Grid illustrates that the study of Web credibility has many facets, from brand perception of a company to the...
