User perceptions of credibility signals: A conjoint analysis of technological features in news platform

In the era of information overload, the absence of centralized gatekeeping makes it increasingly difficult for users to evaluate the credibility of online news. Drawing on signaling theory, this study examines how technological characteristics embedded in platform interfaces serve as credibility signals that shape user preferences and willingness to pay. We focus on three attributes of online news platforms—interactivity, hypertextuality, and multimediality—and investigate their influence through a conjoint survey and mixed logit analysis. Our findings indicate that users consistently prefer credibility signals. Specifically, content modality, which represents multimediality, is the most influential factor in shaping user preferences, whereas human review verification is valued most highly in monetary terms. These results suggest that costly technological features operate as signals of online news quality, guiding credibility assessments and subscription decisions. The study extends signaling theory by applying it to online news platforms and linking it with research on information systems and human–computer interaction. In practice, the results provide guidance for platform managers and designers, emphasizing that verification and multimedia features can strengthen user preferences, enhance perceptions of credibility, and support revenue models. Thus, the study bridges theoretical insight with managerial relevance for the future development of online news platforms.