An Empirical Research On Internet Information Credibility: The Internet-user's Perspective

Rapidly growing amount of Internet-users and Internet use for information has raised concerns about how people are assessing its credibility. Based on a survey research, this study primarily examined the assessment of Internet-users to information obtained via Internet and related factors. The 435 respondents inhabit Wuhan finished valid questionnaire. Findings suggested that significant differences in credibility assessment form Internet-uses across media channels(Internet, television, newspaper and broadcast) and also across information types on Internet. Perceived credibility of Internet and broadcast was lower than that of television and newspaper significantly. Among types of information on Internet, respondents said that news information was most credible, as well as reference information, followed by entertainment information, and business information was most incredible. This paper suggested that to a certain extent Credibility Theory was applicable to Internet, but also found some new characteristics. It is found that: (1)Internet use as well as Internet reliance and information involvement level were significantly related to perceived credibility of Internet information. (2)Some facts such as Internet convenience and traditional media use and reliance were significantly related to credibility of Internet news information. (3)In demographics only Internet-user's gender and age were related to perceived credibility of Internet information significantly; but education and income were not related to credibility perception of all types of information on Internet significantly. The results richen our recognition on Media Credibility Theory, at the same time bring forward questions on it and cultivate thread for further research.This study especially examined the relationship between the two variables Internet convenience as well as information involvement level and Internet credibility. The results suggest that Internet-users don't perceive Internet credible on account of it's convenience, but indeed find it credible due to greater involvement. This study also shows several instructive conclusions in the correlation analysis among some variables, such as significantly positive linkage between Internet use and Internet reliance, information involvement and Internet experience, traditional media use and traditional media reliance and the two with Internet experience likewise.