Confirmatory Factor Analysis of News Organization Brand Credibility Indicator Model in Thailand
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Abstract
This study aims to investigate exploratory and confirmatory factors of news organization brand credibility indicator model in Thailand. This is the second phase of research project on developing a model to measure the credibility of a news organization's brand. The study conducted two surveys; data of the first survey were collected from 300 communication science scholars and news professionals by using a questionnaire with 32 questions (IOC = 0.8-1.00 and α = 0.89). developed from Phase 1. In the second survey, data collection was conducted with a 32 question questionnaire (IOC = 0.8-1.00 and α = 0.97) based on the results of the 1st survey. The samples were different group of 300 communication science scholars and news professionals from the first survey. The second data set was analyzed by confirmatory factor analysis (CFA). The results revealed that there were 32 indicators for the credibility of news organization brands for the news industry in Thailand, divided into three components. They were news content attributes (12 indicators), media or organization attributes (13 indicators), and news personnel attributes (7 indicators). The indicator model from this research was consistent with empirical data considering by X2 = 940.89, df = 362, X2/df = 2.59, p = 0.00, RMSEA = 0.07, SRMR = 0.05, NFI = 0.97, CFI = 0.98.
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