Trust in online advice

Pamela Briggs, Bryan Burford, Antonella De Angeli, Paula Lynch

    Research output: Contribution to journalArticlepeer-review


    Many people are now influenced by the information and advice they find on the Internet, much of it of dubious quality. This article describes two studies concerned with those factors capable of influencing people's response to online advice. The first study is a qualitative account of a group of house-hunters attempting to find worthwhile information online. The second study describes a survey of more than 2,500 people who had actively sought advice over the Internet. A framework for understanding trust in online advice is proposed in which first impressions are distinguished from more detailed evaluations. Good web design can influence the first process, but three key factors - source credibility, personalization, and predictability - are shown to predict whether people actually follow the advice given.
    Original languageEnglish
    Pages (from-to)321-332
    Number of pages11
    JournalSocial Science Computer Review
    Issue number3
    Publication statusPublished - Sept 2002


    • Advice
    • E-commerce
    • Internet
    • Persuasion
    • Trust


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