Abstract
* The study examines the factors that impact the perceptions of consumers when visiting a nonprofit website. Measures of online communications effectiveness in the for-profit environment are applied to the nonprofit world. * Consumer reactions to two major nonprofit websites provide insight into the relationship between website credibility and attitude toward the site. * The study points to the importance of several credibility measures (particularly those related to site design) that are significantly related to attitude toward the site. Copyright # 2006 John Wiley & Sons, Ltd.
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