The perceived moral qualities of web sites: implications for persuasion processes in human–computer interaction

This study extended the scope of previous findings in human–computer interaction research within the computers are social actors paradigm by showing that online users attribute perceptions of moral qualities to Websites and, further, that differential perceptions of morality affected the extent of persuasion. In an experiment (N = 138) that manipulated four morality conditions (universalist, relativist, egotistic, control) across worldview, a measured independent variable, users were asked to evaluate a Web site designed to aid them in making ethical decisions. Web sites offered four different types of ethical advice as participants contemplated cases involving ethical quandaries. Perceptions of the Web sites’ moral qualities varied depending on the type of advice given. Further, the Web sites’ perceived morality and participants’ worldview predicted credibility, persuasiveness, and attitudes toward the Web sites.