First Impressions with Websites: The Effect of the Familiarity and Credibility of Corporate Logos on Perceived Consumer Swift Trust of Websites
HUMAN-COMPUTER INTERACTION, pp. 77-85, J. Jacko, ed., CRC, 2007
12th International Conference on HCI, Beijing, Part 4, pp. 77-85, July 22-27, 2007
10 Pages Posted: 27 Sep 2009
Date Written: July 26, 2007
Abstract
The current study extends theory related to the truth effect and mere-exposure effect by detailing how increased familiarity with third-party vendor logos will increase consumer short-term trust in unfamiliar websites, based on short-term impressions. The study uses a controlled 254-participant experiment. The results indicate that familiarity with a third-party logo positively impacts the credibility and short-term (swift) trust of an unfamiliar website. Additionally, the study finds that credibility of a third-party logo positively impacts the swift trust a visitor has in a website. Overall, the study concludes that both familiarity and credibility of third-party logos positively impacts swift trust in consumer websites, and familiarity has a positive impact on increasing credibility.
Keywords: trust, mere-exposure effect, familiarity, logos, swift trust, websites
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