Trust on the Web: How Young Adults Judge the Credibility of Online Content (TOP 2 Faculty Paper).

Although considerable research has been done on the evaluation of online content credibility, little of this work has considered the context of how users get to a Web site in their final evaluation of the content they find. Using unique data about how a diverse group of young adults looks for and evaluates online content, our paper makes contributions to existing literature by highlighting factors beyond site features in how users assess the credibility of material they encounter on the Web. We show that the process by which a user arrives at a site is an important component of how the final destination is judged. In addition to search context, branding and routines also play an important role in this assessment as does a continued reliance on resources beyond Web sites including people's social networks. We also discuss the fact that users differ considerably in their skills when it comes to evaluating online content. Finally, we identify areas for future research including a need for more valid survey instruments and continued work in more naturalistic settings. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]