document: Trust in online advice 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
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