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Do different design and information content factors trust and mistrust of online health sites? Fifteen women faced with a risky health decision were observed while searching the Internet for information and advice over four consecutive weeks. In some sessions their searches were unstructured, whilst in other sessions they were directed to review specific sites, chosen for their trust design elements. Content analysis of concurrent and group discussion protocols provided for a staged model wherein design appeal predicted (mistrust) and credibility of information and of content predicted selection (trust) of sites.
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Sillence et al. (2004) studied this question.