Web credibility assessment: Conceptualization, operationalization, variability, and models

This paper has reviewed theoretical and empirical studies on information credibility with particular questions of how scholars have conceptualized credibility that is known as a multifaceted concept with underlying dimensions; how credibility has been operationalized and measured in empirical studies, especially in the Web context; what are the important user characteristics that contribute to the variability of Web credibility assessment; and how the process of Web credibility assessment has been theorized. An agenda for future research on information credibility is also discussed.