Several researchers (e.g., Carter & Greenberg, 1965; Flanagin, & Metzger, 2000; Fogg, 2002; Johnson & Kaye, 2004; Newhagen & Nass, 1989) discuss or mention the concept of media or web credibility. The classic concept of credibility (typically attributed to Aristotle’s Rhetoric) identifies credibility as a multidimensional perception on the part of the receiver that the source of a message has a moral character, practical wisdom, and a concern for the common good. Warnick (2004) points out that the “authorless” nature of the online environment complicates the use of traditional analyses of credibility. The most common set of web credibility scales cited in the research are the Flanagin and Metzger (2000) items. The five Flanagin and Metzger scale items address the believability, accuracy, trustworthiness, bias, and completeness of the information on the web site. Other researchers have added other items such as fairness or depth of information. Flanagin and Metzger used a 7-point response format with anchors for each term (e.g., “Not At All Believable” to “Extremely Believable”). Other researchers have used a 5-point response format.
Temporal, Cultural and Thematic Aspects of Web Credibility