Instructor Credibility: A Cross-Cultural Examination

Instructor Credibility: A Cross-Cultural Examination

Keith E. Dilbeck (University of Wisconsin-Milwaukee, USA), Andrés Domínguez (Universidad Complutense de Madrid, Spain), Jon Dornaletexte Ruiz (Universidad de Valladolid, Spain), Martin McMurrich (Bangkok University, Thailand) and Mike Allen (University of Wisconsin-Milwaukee, USA)
DOI: 10.4018/978-1-4666-4482-3.ch006
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Abstract

This investigation compares 398 Spanish student and 481 Thai student perceptions of instructor credibility. The findings indicate a unidimensional construct shared in common by both cultures where instructor source credibility constitutes a second order factor that combines the three factors of: (a) competence, (b) trustworthiness, and (c) goodwill/caring. The results provide evidence for the cross-cultural application of an underlying theory for instructor source credibility measurement.

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