Website Credibility, Active Trust and Behavioural Intent (original) (raw)

Springer eBooks, 2008

Abstract

ABSTRACT This paper evaluates data from an international anti-poverty campaign to assess if common principles from e-marketing and persuasive technology apply to online social marketing. It focuses on the relationships between website credibility, users’ active trust attitudes and behavioural intent. Using structural equation modelling, the evaluation found a significant relationship between these variables and suggests strategies for online behavioural change interventions.

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