Credibility and consistency earn users' trust.
When searching for health information on the Web, users are primarily concerned with a site's credibility. But the focus group work I and my colleagues have done at Consumer Health Interactive indicates that encouraging health information seekers to return to your site requires more than reliable information. The site must also give the appearance of being authoritative and trustworthy.
Stella
Nita
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Consumer Health Interactive (CHI), San Francisco, USA.
D000329:Advertising; D016265:Conflict of Interest; D003258:Consumer Behavior; D006801:Humans; D020407:Internet / Q000592:standards*; D018907:Privacy; D035502:Trust; D014481:United States