Credibility‟s Dimensions of Commercial Web Sites
Credibility‟s Dimensions of Commercial Web Sites

Summary/Abstract: The purpose of this study is to identify the dimensions of credibility of a commercial website. This research has two hypotheses: 1. ―Among the credibility dimensions it is expected to identify: Real world feel, Ease of use, Expertise, Trustworthiness, Relationship with website visitor, Amateurism‖; And 2. ―It is expected to identify supplementary dimensions of the construct.‖ The study has a two sided implication for identifying the credibility‘s dimensions: First - Only commercial sites are studied (the previous literature presents research results for generally approached sites or for specific sites such as health or finance); Second- Commercial sites are particularly studied for presentation sites category. It is very important to study commercial sites‘ credibility in order to change attitudes and behaviors (in a way that marketers desire) regarding a brand or a product. The research results can be framed in economic literature but also they can be applied in marketers‘ activity in the new era of the Internet and digital world.

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