The effects of source cues on online news perception

Among various interface cues, expertise, identity, and bandwagon cues have been consistently found to have significant effects on media users' perceptions of online news content. To examine the effects of these three types of heuristic cues in the context of online news consumption, the current study involved a 2 (expertise cue: low vs. high)x2 (identity cue: in-group vs. out-group)x2 (bandwagon cue: low vs. high) online experiment. A total of 121 undergraduate students participated in the study. Significant two-way interaction effects between the expertise and bandwagon cues on perceived credibility suggested the positive combined effect of these two cues. Moreover, significant three-way interaction effects among expertise, identity and bandwagon cues indicated that the interaction effects between expertise and bandwagon cues tend to work as a function of the identity cue. While confirming the importance of the identity cue in users' perceptions of online news, three-way interaction effects confirmed the co-occurrence of heuristic and systematic processing. The interaction effects also suggested that people process news systematically when the recommenders are out-group members, whereas they process news heuristically when the recommenders are in-group members. Theoretical as well as practical implications have also been discussed in this article.

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