An anatomy of the credibility of online newspapers

Purpose – The purpose of this paper is to discover the primary components of credibility of three types of online newspapers and how the credibility of news differs by type. Design/methodology/approach – The paper participants were recruited at a large northeastern US university. All items of credibility scales were measured using sevenpoint Likerttype scales. For each of the three credibility scales, the mean was computed and the scales were analysed for similarities and differences. The scales were factor analysed to determine their underlying dimensions. Findings – Three factors (expertise, trustworthiness, and attractiveness) were common to the three types, but the different factor structure of each type was identified. The result of multiple comparisons shows that the differences between all three types of online newspapers were significant. Also the summated scores of the mainstream type were the highest on most items. However, the summated score of the index type of online newspaper was the highest on attractiveness. Overall participants rated the independent type of online newspapers lowest in credibility. Research limitations/implications – The limitations and implications of findings are examined in three dimensions: theoretical implications, implications for the online newspaper industry, and implications for strategic media use. Originality/value – The paper divides online newspapers into three categories according to their characteristics: mainstream, independent, and index type. These three types of online newspapers were evaluated in terms of credibility structure, which made this study useful and unique.