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WHAT DIMENSIONS DISCRIMINATE USERS TO CONSIDER A PRESENTATION WEBSITE TO BE CREDIBLE OR NOT CREDIBLE?

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Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 4/2014

„ACADEMICA BRÂNCUŞI” PUBLISHER, ISSN 2344 – 3685/ISSN-L 1844 - 7007

WHAT DIMENSIONS DISCRIMINATE USERS TO CONSIDER A PRESENTATION WEBSITE TO BE CREDIBLE OR NOT CREDIBLE? ŢUGULEA OANA PHD LECTURER, UNIV. “AL. I. CUZA” - IAŞI e-mail:ciobanu.oana@uaic.ro

Abstract The purpose of this research is to configure a credibility assessment function based on students’ perceptions on Websites credibility’s dimensions evaluation. The hypothesis of the study is that there are certain credibility dimensions that better discriminate between Internet users. The investigated target consists of students in the second and third year

• f study from a Faculty of Economics and Business Administration in Romania. The objectives are: (1) to identify the

presentation Websites’ credibility dimensions that better discriminate between students that consider a presentation Website to be credible or not credible; (2) to create a statistical discriminant function that predicts to which of the two groups one user belongs to: those who believe the site is credible and those who believe the site is not credible; (3) to identify dimensions that discriminate between the two groups for two cases – second year of study and third year of study students. For the overall group, the most important dimension is “expertise”. “Ease of use” and “site etiquette” are also important dimensions in discriminating between groups. For second year of study students, the most important discriminator dimension is also “expertise”, followed by “ease of use”. Among the most important discriminating dimensions for third year of study students are “site etiquette” and “ease of use”. Keywords: credibility, discriminant analysis, dimension, construct, Website JEL classification: M31, M39

• 1. Introduction

The new Business Age is driven by the Internet technology. This new business level is also named as „The New Economy” in the specialty literature of the last two decades. This vast network of networks gives the possibility to connect at any moment and any place to any kind of information. People (and customers as well) use the Internet in

• rder to communicate, to have fun, to get information while companies use it in order to create efficient customer and

partner relationships, to promote, to sell and/or to distribute products. The functional triad explained by Fogg (2003), reveals that technology can change attitudes and behaviours; credible instruments, credible media and credible social actors result into increasing the power of persuasion [12]. Table 1: The functional triad Function Result Persuasion instrument Computer as instrument

• increase

capabilities

• reduces barriers (time, effort, cost)
• increases the personal efficiency
• offers information to support a decision
• changes mental models

Computer as media

• supplies

experiences

• supplies

learning, understanding, visualisation, solving

• promotes understanding of cause-effect relations
• motivates through experience, sensation

Computers as social actors

• creates

relationships

• establishes social norms
• invokes social rules
• offers social support or supplies penalties

(Source: Fogg, B. J. (2003). “Motivating, Influencing, and Persuading Users” in Jacko, J.A., Sears, A., The Human – Computer Interaction Handbook, Lawrence Erlbaum Associated, New Jersey, 365) The important elements of the speciality literature on the Internet marketing considered from the consumer behaviour perspective lead to concluding that there is an online shopper specific profile: young, professional, high level

• f education that values time more than money. The demographic and psychological variables are also important in

triggering the online buying decisional process.

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Persuasion is integrated in the human experience activity; one of the most important fields to use persuasion is

• nline and offline commerce [12].

There are various fields of persuasion, such as commerce, preventing health, personal finances, safety, personal management, conserving the environment, personal relationship, community implications, etc; examples for each of the fields of persuasion mentioned before could be persuading to buy certain products, to give up smoking, to create and adhere to a personal budget, to drive safe, to avoid postponing activities, to reuse the plastic bags, to keep contact with parents, to volunteer at community centre activities [12]. Researchers investigated the credibility construct of Websites in various contexts [6]-[10]-[15]-[23]. Each study supposed different types of Websites to be analyzed, various types of investigated targets and various types of identifying the credibility’s dimensions. This aspect led to various dimensions of the construct of credibility of Websites, such as: real world feel, trustworthiness, expertise, honesty, confident, commercial implications, amateurism, good will, tailoring, accurate, sufficiency, profoundness, ease of use, decision, complete, etc. The purpose of this research is to configure a credibility assessment function based on students’ perceptions on Websites credibility’s dimensions evaluation. The hypothesis of the study is that there are certain credibility dimensions that better discriminate between Internet users. The investigated target consists of students in the second and third year

• f study from a Faculty of Economics and Business Administration in Romania. The objectives are: (1) to identify the

presentation Websites’ credibility dimensions that better discriminate between students that consider a presentation Website to be credible or not credible; (2) to create a statistical discriminant function that predicts to which of the two groups one user belongs to: those who believe the site is credible and those who believe the site is not credible; (3) to identify dimensions that discriminate between the two groups for two cases – second year of study and third year of study students. For the overall group, the most important dimension is “expertise”. “Ease of use” and “site etiquette” are also important dimensions in discriminating between groups. For second year of study students, the most important dimension is also “expertise”, followed by “ease of use”. Among the most important discriminating dimensions for third year of study students are “site etiquette” and “ease of use”.

• 2. Research method

The purpose of this research is to configure a credibility assessment function based on students’ perceptions on Websites credibility’s dimensions evaluation. There were 206 investigated students from the Faculty of Economics and Business Administration, University “Alexandru Ioan Cuza” of Iaşi, Romania, selected on a random bases from different specialisations in second and third year of study. First year of study students were not included in this research as they are not very familiar to online shopping and the online shopping information. Data was collected using a quantitative survey. The instrument was a questionnaire fulfilled by each respondent while investigating a clothes presentation Website without any online acquisition options. The instrument consisted of 11 items representing dimensions of presentation commercial Websites’ credibility [22]: (-) sincere communication; (-) ease of use; (-) real world feel; (-) company’s experience; (-) trustworthiness; (-) framing adverts; (-) expertise; (-) site etiquette; (-) site - user connection; (-) information support; (-) site length. At the end of the questionnaire there was one more item to assess the general overall credibility of the analysed Website. In order to collect data, a 7 points scale was used for each item: 1 – criterion is not accomplished; 7 – criterion is very accomplished The questionnaire consisted of the items in the list below:

• 1. The site makes me believe it sincerely, openly communicates, in detail
• 2. The site is easy to use
• 3. The company is real
• 4. The company has experience in its field of activity
• 5. I trust this site
• 6. Adverts are well framed
• 7. The company is an expert in its field
• 8. The site has a good image in the online environment
• 9. The site creates a good connection with the users
• 10. Information delivered on the site is well supported
• 11. The site is small

How credible is the overall site?

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• 3. Results

Objective 1: identifying the presentation Websites’ credibility dimensions that better discriminate between students that consider a presentation Website to be credible or not credible In order to identify the presentation Websites’ credibility’s dimensions that discriminate between users, discriminant analysis was conducted. Before running the discriminant analysis, the answers corresponding to the last item (“How credible is the overall site?”) were coded. The points 1-2-3 from the scale were coded with 1, considering users that evaluated the Website not to be credible. The points 5-6-7 from the scale were coded with 2, considering users that evaluated the Website to be credible. The point 4 from the scale was not coded. Users that evaluated the Website to be neutral from the overall credibility point of view were not included in the analysis, as these users didn’t have a position concerning the analysed Website. Out of the 206 students, only 146 respondents were included in the discriminant analysis. 60 users had missing values for one or more of the independent variables included in the discriminant analysis, missing value for the dependent variable or evaluated the Website’s overall credibility with the code 4 that was excluded from the analysis. Table 2: Analysis Case Processing Summary Unweighted Cases N Percent Valid 149 72,3 Excluded Missing or out-of-range group codes 49 23,8 At least one missing discriminating variable 3 1,5 Both missing or out-of-range group codes and at least

• ne missing discriminating variable

5 2,4 Total 57 27,7 Total 206 100,0 The Sig. corresponding to Wilk’s Lambda value indicates that the discriminant function can be considered to significantly discriminate between the two groups. Table 3: Wilks' Lambda Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 ,326 158,731 11 ,000 The dimensions that best discriminate between students are: (1) expertise, (2) ease of use and (3) site etiquette. The expertise dimension has the biggest value in the Standardised Canonical Discriminant Function Coefficients table. This value places this variable as the one that best discriminates between users. Table 4: Standardized Canonical Discriminant Function Coefficients Function 1 The site makes me believe it sincerely, openly communicates, in detail

• ,019

The site is easy to use ,284 The company is real ,197 The company has experience in its field of activity ,080 I trust this site ,170 Adverts are well framed ,098 The company is an expert in its field ,334 The site has a good image in the online environment ,218 The site creates a good connection with the users ,073 Information delivered on the site is well supported ,199 The site is small ,063 Objective 2: creating a statistical discriminant function that predicts to which of the two groups belongs one user: those who believe the site is credible and those who believe the site is not credible The F Anova test value applied for each variable for the two groups is > 4 and the corresponding Sig. value for each test is < 0.05. This indicates that all variables are supposed to discriminate in the discriminant function.

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Table 5: Tests of Equality of Group Means Wilks' Lambda F df1 df2 Sig. The site makes me believe it sincerely, openly communicates, in detail ,740 51,534 1 147 ,000 The site is easy to use ,567 112,126 1 147 ,000 The company is real ,689 66,358 1 147 ,000 The company has experience in its field of activity ,617 91,331 1 147 ,000 I trust this site ,547 121,722 1 147 ,000 Adverts are well framed ,582 105,644 1 147 ,000 The company is an expert in its field ,485 156,004 1 147 ,000 The site has a good image in the online environment ,510 141,515 1 147 ,000 The site creates a good connection with the users ,710 59,897 1 147 ,000 Information delivered on the site is well supported ,637 83,769 1 147 ,000 The site is small ,950 7,798 1 147 ,006 In the analysis presented above, the canonical discriminant function coefficients table presents the discriminant functions coefficients. The function that predicts to which group a new user might fall into (those who believe the site to be credible or those who believe the site not to be credible) is listed below:

• verall credibility = -4.697 -0.013 * sincere communication + 0.193 * ease of use + 0.136 * real world feel +

0.056 * company’s experience + 0.125 * trustworthiness + 0.063 * framing adverts + 0.260 * expertise + 0.164 * site etiquette + 0.042 * site - user connection + 0.121 * information support + 0.034 * site length (1) Table 6: Canonical Discriminant Function Coefficients Function 1 The site makes me believe it sincerely, openly communicates, in detail

• ,013

The site is easy to use ,193 The company is real ,136 The company has experience in its field of activity ,056 I trust this site ,125 Adverts are well framed ,063 The company is an expert in its field ,260 The site has a good image in the online environment ,164 The site creates a good connection with the users ,042 Information delivered on the site is well supported ,121 The site is small ,034 (Constant)

• 4,697

Unstandardized coefficients As the percentage of original grouped cases correctly classified is higher than the cross-validated grouped cases classified, the function is valid. Table 7: Classification Results(b,c)

Credibility recoded Predicted Group Membership Total 1,00 2,00

Original Count 1,00 60 4 64 2,00 8 77 85 Ungrouped cases 24 25 49 % 1,00 93,8 6,3 100,0

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2,00 9,4 90,6 100,0 Ungrouped cases 49,0 51,0 100,0 Cross- validated(a) Count 1,00 55 9 64 2,00 10 75 85 % 1,00 85,9 14,1 100,0 2,00 11,8 88,2 100,0 a Cross validation is done only for those cases in the analysis. In cross validation, each case is classified by the functions derived from all cases other than that case. b 91,9% of original grouped cases correctly classified. c 87,2% of cross-validated grouped cases correctly classified. Objective 3: identifying dimensions that discriminate between the two groups for two cases – second year of study and third year of study students Discriminant analysis was conducted after splitting the file in two sub-groups: second year of study students and third year of study students. The discriminant analysis was conducted for each of the subgroups. There were 76 students included in the second year of study students discriminant analysis. 31 second year of study respondents had missing values for one or more of the independent variables, missing values for the dependent variable or ranked the overall Website credibility level with 4 points. Table 8: Analysis Case Processing Summary(a) Unweighted Cases N Percent Valid 76 71,0 Excluded Missing or out-of-range group codes 25 23,4 At least one missing discriminating variable 2 1,9 Both missing or out-of-range group codes and at least one missing discriminating variable 4 3,7 Total 31 29,0 Total 107 100,0 a year_of_study = 2 The Sig. value corresponding to Wilk’s Lambda value indicates that the discriminant function can be considered to significantly discriminate between the two groups for the second year of study respondents. Table 9: Wilks' Lambda(a) Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 ,292 84,247 11 ,000 a year_of_study = 2 The dimension of expertise is the most important discriminator for second year of study students. The second important discriminator is company’s experience. Table 10: Standardized Canonical Discriminant Function Coefficients(a) Function 1 The site makes me believe it sincerely, openly communicates, in detail

• ,231

The site is easy to use ,237 The company is real ,271 The company has experience in its field of activity ,382 I trust this site ,059 Adverts are well framed

• ,071

The company is an expert in its field ,603 The site has a good image in the online environment ,013 The site creates a good connection with the users ,203 Information delivered on the site is well supported ,133

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The site is small

• ,062

a year_of_study = 2 There were 73 students included in the third year of study students discriminant analysis. 26 third year of study respondents had missing values for one or more of the independent variables, missing values for the dependent variable

• r ranked the overall Website credibility level with 4 points.

Table 11: Analysis Case Processing Summary(a) Unweighted Cases N Percent Valid 73 73,7 Excluded Missing or out-of-range group codes 24 24,2 At least one missing discriminating variable 1 1,0 Both missing or out-of-range group codes and at least one missing discriminating variable 1 1,0 Total 26 26,3 Total 99 100,0 a year_of_study = 3 The Sig. value corresponding to Wilk’s Lambda value indicates that the discriminant function can be considered to significantly discriminate between the two groups for the third year of study respondents. Table 12: Wilks' Lambda(a) Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 ,345 69,717 11 ,000 a year_of_study = 3 The dimension of site etiquette is the most important discriminator for third year of study students. The second important discriminator is ease of use. Table 13: Standardized Canonical Discriminant Function Coefficients(a) Function 1 The site makes me believe it sincerely, openly communicates, in detail ,090 The site is easy to use ,332 The company is real ,165 The company has experience in its field of activity

• ,279

I trust this site ,272 Adverts are well framed ,217 The company is an expert in its field ,050 The site has a good image in the online environment ,468 The site creates a good connection with the users

• ,097

Information delivered on the site is well supported ,262 The site is small ,049 a year_of_study = 3

• 4. Conclusions

The hypothesis was confirmed as there are certain credibility dimensions that better discriminate between Internet users. For the overall group, the most important dimension is expertise. Ease of use and site etiquette are also important dimensions in discriminating between groups. We notice there is a difference between the two subgroups when it comes to evaluate a Website’s credibility. For second year of study students, the most important dimension is also expertise, followed by ease of use. Among the most important discriminating dimensions for third year of study students are site etiquette and ease of use. Although there is only one extra year of study between the two subgroups, perceptions change due to the accumulated experience in the online environment. One extra year of online experience replaced expertise with site etiquette as important predictor.

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The contribution of this study is that it reveals important credibility dimensions of clothes presentation Websites that best discriminate between students, analysed from three perspectives: all students, second year of study students and third year of study students. Research limits One limitation is that the study considered students from one faculty only (Faculty of Economics and Business Administration of Iasi, Romania). A complete study should involve students from various types of faculties and various geographical areas. Also, the sample size might be a limitation. Although the number of respondents exceeds 5 respondents per each variable in each of the three discriminant analysis presented in this paper, a larger sample could bring out more revealing results. Future research As the results slightly differ between the two subgroups of respondents, a new research question can be formulated: what factors change third year of study students’ perceptions in the online world, comparing to the second year of study students? Acknowledgements This work was supported by the European Social Fund through Sectoral Operational Programme Human Resources Development 2007 – 2013, project number POSDRU/159/1.5/S/134197, project title “Performance and Excellence in Doctoral and Postdoctoral Research in Economic Sciences Domain in Romania.

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