The role of credibility in shaping attitudes toward nonprofit websites

✍ Scribed by Mary M. Long; Larry Chiagouris

• Publisher: John Wiley and Sons
• Year: 2006
• Tongue: English
• Weight: 106 KB
• Volume: 11
• Category: Article
• ISSN: 1465-4520
• DOI: 10.1002/nvsm.36

✦ Synopsis

The study examines the factors that impact the perceptions of consumers when visiting a nonprofit website. Measures of online communications effectiveness in the for-profit environment are applied to the nonprofit world. * Consumer reactions to two major nonprofit websites provide insight into the relationship between website credibility and attitude toward the site.

*

The study points to the importance of several credibility measures (particularly those related to site design) that are significantly related to attitude toward the site.