Credibility of information on e-commerce websites

The purpose of this research is to better understand how consumers assess the credibility of information on e-commerce websites. Particularly of interest is the case where there are possibly multiple resources supplying information about the product on the same website. A qualitative research methodology was pursued. Eight internet users were interviewed and the transcribed data was analysed using thematic analysis coding. Internet users judged the credibility of information by cues and judgements on website and information elements and the perceived source of the information. The credibility of the source greatly influences judgements on the information. Sources that are perceived to be trustworthy and objective are judged to be credible and are hence mentioned in this research. The researechers also practised corroboration techniques across media, websites, within websites and against prior knowledge to verify claims in the information. The findings produced mainly theoretical implications for the field of online consumer research.  Online consumer research has typically been studied through the lens of consumer trust. This research therefore contributes to the body of theory through the lens of credibility judgements of information.