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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:  19 ________________ Table 5 About Here ________________ Figure 3 About Here ________________ As mentioned earlier, supplementing the ANOVA comparisons, ANCOVA tests were also executed to examine the degree to which the relationships were robust when several covariates were entered into the models. To review, the covariates included were gender, age, media use, and opinions towards China. These models also showed support for the hypothesis concerning the use of interactive multimedia content. For perceived source credibility, a significant main effect for the participation factor was again found (F=4.10; p<.05), as was an interaction between the interactivity and source identification factors (F=5.24; p<.05), and between the source identification and participation factors (F=4.72; p<.05). For perceived message credibility, the implied main effect of participation disappeared, but the interaction effect between interactivity and participation attained statistical significance (F=5.14, p<.05). In total, the evidence seems to indicate that using interactive content engenders higher levels of perceived source and message credibility, but this relationship also depends upon linkages with the other factors. The second hypothesis anticipated that stories with a journalist’s name in the byline would be judged more credible than those without a byline. ANOVA models (with just the interactivity & source identification factors entered into the models) showed that the data did not support this hypothesis for either perceived source or

Authors: Kiousis, Spiro.
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19
________________
Table 5 About Here
________________
Figure 3 About Here
________________
As mentioned earlier, supplementing the ANOVA comparisons, ANCOVA tests
were also executed to examine the degree to which the relationships were robust when
several covariates were entered into the models. To review, the covariates included were
gender, age, media use, and opinions towards China. These models also showed support
for the hypothesis concerning the use of interactive multimedia content. For perceived
source credibility, a significant main effect for the participation factor was again found
(F=4.10; p<.05), as was an interaction between the interactivity and source identification
factors (F=5.24; p<.05), and between the source identification and participation factors
(F=4.72; p<.05). For perceived message credibility, the implied main effect of
participation disappeared, but the interaction effect between interactivity and
participation attained statistical significance (F=5.14, p<.05). In total, the evidence
seems to indicate that using interactive content engenders higher levels of perceived
source and message credibility, but this relationship also depends upon linkages with the
other factors.
The second hypothesis anticipated that stories with a journalist’s name in the
byline would be judged more credible than those without a byline. ANOVA models
(with just the interactivity & source identification factors entered into the models)
showed that the data did not support this hypothesis for either perceived source or


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