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International Conference on Human-Computer Interaction

HCI 2007: Human-Computer Interaction. HCI Applications and Services pp 77–85Cite as

First Impressions with Websites: The Effect of the Familiarity and Credibility of Corporate Logos on Perceived Consumer Swift Trust of Websites

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Part of the book series: Lecture Notes in Computer Science ((LNPSE,volume 4553))

Abstract

The current study extends theory related to the truth effect and mere-exposure effect by detailing how increased familiarity with third-party vendor logos will increase consumer short-term trust in unfamiliar websites, based on short-term impressions. The study uses a controlled 254-participant experiment. The results indicate that familiarity with a third-party logo positively impacts the credibility and short-term (swift) trust of an unfamiliar website. Additionally, the study finds that credibility of a third-party logo positively impacts the swift trust a visitor has in a website. Overall, the study concludes that both familiarity and credibility of third-party logos positively impacts swift trust in consumer websites, and familiarity has a positive impact on increasing credibility.

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Authors and Affiliations

  1. Information Systems Department, Brigham Young University,  

    Paul Benjamin Lowry & Trevor Higbee

  2. Information Systems Department, Louisiana Tech University,  

    Tom L. Roberts

Authors
  1. Paul Benjamin Lowry
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  2. Tom L. Roberts
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  3. Trevor Higbee
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Editor information

Julie A. Jacko

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© 2007 Springer-Verlag Berlin Heidelberg

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Lowry, P.B., Roberts, T.L., Higbee, T. (2007). First Impressions with Websites: The Effect of the Familiarity and Credibility of Corporate Logos on Perceived Consumer Swift Trust of Websites. In: Jacko, J.A. (eds) Human-Computer Interaction. HCI Applications and Services. HCI 2007. Lecture Notes in Computer Science, vol 4553. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-73111-5_9

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  • DOI: https://doi.org/10.1007/978-3-540-73111-5_9

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-73109-2

  • Online ISBN: 978-3-540-73111-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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