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Equal Trust: An Experiment Exploring the Impact of Interactivity and Sources on Individuals' Perceptions of Credibility for Online News Stories
Unformatted Document Text:  17 means for perceived message and source credibility increased as multimedia levels escalated, the differences were not statistically significant based on the ANOVA tests conducted (with just the interactivity & source identification factors entered into the models). In particular, the means for perceived source credibility were 20.44 for the text only condition, 20.60 for the text and pictures condition, and 21.26 for the text, pictures, and video condition. The means for perceived message credibility were 22.19 for the text only condition, 22.84 for the text and pictures condition, and 23.16 for the text, pictures, and video condition. While we did not speculate on the direction of the influence of exposure on perceptions of credibility, we did predict that individuals who actually used multimedia content would exhibit higher levels of perceived credibility than those who did not. The ANOVA models (with the interactivity, source identification, & participation factors entered as independent variables) generally supported this hypothesis. 1 Table 1 displays the ANOVA model. ________________ Table 1 About Here ________________ Specifically, a main effect was detected for those who used the picture gallery in terms of perceived source credibility (F=4.97; p<.05). The group that used the picture gallery scored 22.16 on the source credibility index while the group that did not scored 19.59. In short, those using the multimedia content thought China was providing more credible content than those who did not use it. An interaction effect was marginally significant between the source identification and interactivity factors (F=3.73; p<.10), and between

Authors: Kiousis, Spiro.
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17
means for perceived message and source credibility increased as multimedia levels
escalated, the differences were not statistically significant based on the ANOVA tests
conducted (with just the interactivity & source identification factors entered into the
models). In particular, the means for perceived source credibility were 20.44 for the text
only condition, 20.60 for the text and pictures condition, and 21.26 for the text, pictures,
and video condition. The means for perceived message credibility were 22.19 for the text
only condition, 22.84 for the text and pictures condition, and 23.16 for the text, pictures,
and video condition.
While we did not speculate on the direction of the influence of exposure on
perceptions of credibility, we did predict that individuals who actually used multimedia
content would exhibit higher levels of perceived credibility than those who did not. The
ANOVA models (with the interactivity, source identification, & participation factors
entered as independent variables) generally supported this hypothesis.
1
Table 1 displays
the ANOVA model.
________________
Table 1 About Here
________________
Specifically, a main effect was detected for those who used the picture gallery in terms of
perceived source credibility (F=4.97; p<.05). The group that used the picture gallery
scored 22.16 on the source credibility index while the group that did not scored 19.59. In
short, those using the multimedia content thought China was providing more credible
content than those who did not use it. An interaction effect was marginally significant
between the source identification and interactivity factors (F=3.73; p<.10), and between


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