Purpose While psychology, sociology and communications studies hypothesise a range of independent variables that might impact on individuals’ acceptance or rejection of rumours, almost all studies of the phenomenon have taken place in environments featuring notable, and sometimes very deep, partisan divisions, making it almost impossible to isolate the impact of partisan influences on views on different rumour subjects. This study aims to remove the possibility of partisan influences on readers of internet rumours by testing the impact of independent demographic (...) variables in China, a one-party state with no overt partisan divisions. The study provides an opportunity to strip away the influence of ideology and see whether this factor may have coloured previous studies on susceptibility to believe rumours. Design/methodology/approach An empirical study was used to examine belief in false and true online rumours in a non-partisan environment. A large sample group was presented with rumours across four subject areas and respondents’ conclusions and demographic information was then subject to logistic regression analysis to identify relationships between factors and ability to identify the veracity of online rumours. Findings Unexpectedly, the regression analysis revealed no statistically significant nexus between many independent demographic variables and patterns of believing or disbelieving rumours. In other cases, a statistically significant relationship was revealed, but only to a limited degree. The results suggest that once the role of partisanship in explaining the proliferation of and belief in false rumours and the ability to identify true ones is removed from consideration, no other independent variables enjoy convincing links with rumour belief. Originality/value The study tests in China, a jurisdiction featuring a non-partisan environment, the impact of independent variables on media users’ belief in a wide range of rumours. (shrink)