Abstract
This research explored how web users make credibility judgments of web sites. Three focus groups each examined three web sites and were questioned regarding their judgments of each site's credibility. 629 comments were generated by the three focus groups. Each comment was coded into 12 categories representing the factors impacting web credibility judgments: authority, page layout, site motive, URL, crosscheckability, user motive, content, date, professionalism, site familiarity, process, and personal beliefs. Each factor is discussed in terms of its relevance pertaining to web credibility.
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