ENTERTAINMENT Web SiteS: CREDIBILITY RESULTS

This section presents what we learned about the credibility of entertainment Web Sites, starting with our results about how the credibility comments for entertainment sites differed from the overall averages, and then presenting the final credibility rankings of the 10 entertainment sites.

Credibility comments about entertainment Web Sites: What stands out?

The data tell quite a different story for entertainment sites than for e-commerce sites. In three areas entertainment sites difference substantially from the overall averages. First, when evaluating the credibility of entertainment sites, people commented on company motive relatively less frequently (9.4% vs. 15.5% overall). Next, people also commented much less often about the identity of site operator (2.6% vs. 8.8%). Finally, people never commented about the customer service of an entertainment site when evaluating credibility (0% vs. 6.4%).

These data do not say that motive, identity, and customer service do not contribute to the credibility assessment of entertainment sites. The data simply show that these things may matter less than for other types of Web Sites. In general it could be that the credibility expectations for entertainment Web Sites are lower than for other types of sites. This makes sense, since entertainment issues are rarely as important to people as issues involving their money or health.

Credibility rankings of entertainment Web Sites

Table 3 shows the final ranking of entertainment sites in this study.

Table 3: Ranking and scores for entertainment Web Sites.

What's notable about entertainment site rankings?

Three entertainment Web Sites clustered at the top of the credibility rankings: CitySearch, Entertainment Weekly, and Internet Movie Database. While the comments reveal that Entertainment Weekly was rated as credible largely for its brand recognition (thanks to the magazine of the same name), the other two high-ranking entertainment sites were viewed as credible because of their functionality. CitySearch and Internet Movie Database provided study participants with reliable information about local events and movies.

The other notable finding in this category is the extremely low score for Pazsaz.com, ranking even lower than Ain't It Cool News, a site that we hypothesized would end up being evaluated as the least credible in the entire study. We were wrong: Pazsaz.com ranked even lower. And the comments from the participants tell the story: Often the Pazsaz.com site failed to load, giving users an error instead of content, making it easy for people to rank Pazsaz as less credible than the site it was paired against. This result indicates that Web users do not forgive this type of technical failure when evaluating credibility.

FINANCE Web SiteS: CREDIBILITY RESULTS

This section presents what we learned about the credibility of finance Web Sites, starting with our results about how the credibility comments for finance sites differed from the overall averages, and then presenting the final credibility rankings of the 10 finance sites.

Credibility comments about finance Web Sites: What stands out?

Five areas in the data suggest how people may evaluate the credibility of finance Web Sites differently from other site categories in our study. When evaluating finance sites, people commented relatively less often on information focus (18.9% vs. 25.1% overall), information accuracy (8.0% vs. 14.3%), and advertising (8.3% vs. 13.8%). However, people commented more frequently in two areas: company motive (21.0% vs. 15.5%) and name recognition and reputation (21.8% vs. 14.1%).

Taken together, the credibility landscape for finance sites shows that people focused relatively more on issues of trustworthiness (motives and reputation) and focused relatively less on issues of expertise. It may be that people in our study did not have the expertise to evaluate issues of information focus or accuracy of finance sites, so they relied more heavily on other areas: perceived company motivation and reputation and design look.

Credibility rankings of finance Web Sites
Table 4 shows the final ranking of finance sites in this study.

Table 4: Ranking and scores for finance Web Sites.

What's notable about finance site rankings?

Schwab emerged as the clear credibility leader in rankings of the finance category, with a final score significantly better than the #2 site, Fidelity.

In our view, however, the real story in the finance category is the site that came in at number three: Sharebuilder. What is Sharebuilder? And how did its Web Site compete successfully against sites with big brand names? As in the case of McMaster-Carr in the e-commerce category, the success of Sharebuilder suggests that a Web Site can be designed to win credibility on its own merits. While not the focus on this report, an analysis of the Sharebuilder.com site leads our research team to propose this site is doing many right to build credibility, from disclosure issues to design details. At #3 in the rankings, the Sharebuilder Web Site may represent the most significant credibility achievement in the finance category.

Back to start of the article: A Good Web Site Design Brings Trust and Success

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