The credibility of online information

This study investigated the factors affecting online information credibility. It is built upon the Elaboration Likelihood Model, a theory of persuasion, and previous research on information credibility to propose a comprehensive model of Web message credibility. Based on this theoretical framework, the study used a field experiment where quality of content, modality of exposure, simulation, message attractiveness, and reputation of the Web site owner were manipulated to assess their impact on Web message credibility.; Participants in the study logged into the Web site designed for the experiment from wherever they usually access the Internet. The Web site first showed a Web message randomly selected out of thirty-two possible Web messages. Then, participants answered an online questionnaire. Out of the five factors manipulated, quality of content and reputation of the Web site owner showed statistical significance in the expected direction.; The following conclusions are drawn from the study. In terms of theory: (1) The Elaboration Likelihood Model is an adequate theoretical framework to study persuasion in the context of online information. (2) The reputation markers particular to online information found in previous research were confirmed in this study. (3) Multimedia (high level of modality of exposure) is a complex variable that needs a theoretical framework of its own. This research identified four factors affecting multimedia effectiveness: attractiveness, quality, need for vividness, and required pace of exposure.; In terms of research procedures for online experiments: (1) Multimedia is a variable not suitable for an uncontrolled environment since multiple factors affect its effective delivery. If for some reason multimedia must be implemented in an uncontrolled environment, participants should be asked about any factor that might influence the effectiveness of the multimedia presentation. (2) Online studies should take advantage of available click-stream technology to provide information about break-off points and participants' behavior.; In terms of design guidelines: (1) The visibility of highly reputed sources should be enhanced. (2) Web sites using utilities that might not work properly based on users' browser settings or Internet surveillance software should notify users that proper functionality might not be achieved.