Development of Deception Risk Assessment on Digital Media Using Communication-Based Model

Abstract

The study aimed to 1) construct a deception risk assessment on digital media using a communication-based model, and 2) examine the empirical validity, content validity, construct validity, as well as the reliability of the deception risk assessment on digital media using the communication-based model. The sample group was 400 Thai digital native recipients determined by using a purposive sampling method. The instrument used in this study was the deception risk assessment on digital media developed by the researcher employing the communication-based model. The instrument consisted of 9 aspects with 36 question items, and its reliability was at .85.

The findings revealed that 1) the development of deception risk assessment on digital media using the communication-based model was associated with 9 factors, and 2) the quality of the instrument in terms of content validity index and reliability were .87 and .85 respectively. As the researcher performed an exploratory factor analysis (EFA), the question items that appeared in the assessment could be classified into 9 related factors including, key-person impersonation, credibility building, attention gaining, needs stimulation, expectation, fear, greed, as well as curiosity and unreasonable decision making.