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.
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Long et al. (2006) studied this question.
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