This is not the final word. Our intention was to cover a lot of territory and, along
the way, raise new issues and questions to explore in future credibility research.
In other words, the results in Figure 7.3 and in the rest of this chapter provide a
starting point for discussion, speculation, confirmation, and critique.
We consider these studies successful if they do any of the following:
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Contradict one of your hunches about what makes Web sites credible
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Generate a discussion (or argument) about Web credibility
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Lead you to form new hypotheses about Web credibility
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Motivate you to investigate Web credibility
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Change the way you perceive Web sites
■
Change how you design Web sites
The remainder of this chapter will describe and integrate the findings ...