Journal of the Midwest Association for Information Systems (JMWAIS)


A This study examines the role of a website user’s motivation in forming her assessment of the website’s credibility. We applied a dual processing model of website credibility assessment, which posits that motivation determines the extent to which users will critically evaluate website information and later form their credibility impressions of the website. In this paper we examine the relationship between motivation and cognitive processes and how those influence assessments of website credibility. We conducted an experiment using eye tracking technology to gauge the gaze behaviors of website users. We found that motivated users examined information content of the website more tentatively, while non-motivated users evaluated design features of the website more closely. Non-motivated users were inclined to assess the website as more credible. Findings from our study offer strong support for the dual processing model of website credibility.




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