ISSN 1008-2204
CN 11-3979/C

基于双路径视角的用户态度影响因素研究

Investigating Factors of Users’ Attitudes from the Dual-Path Perspective

  • 摘要: 社交媒体的兴起及迅速发展从根本上改变了信息传播的方式,但同时也激发了关于信息可信度的议题。用户的信息需求愈发成为社交媒体平台需要关注的焦点。鉴于此,研究构建了一个基于精细加工可能性模型的理论框架,旨在探讨信息质量、来源可信度、平台声誉与用户态度之间的关系。研究结果表明,信息质量和来源可信度对用户态度产生显著正向影响,而平台声誉对用户态度的影响不显著。结合实证研究结果,策略建议如下:社交媒体平台保障信息的清晰性、准确性和及时性,同时激励用户生成和分享高质量的内容,以提升用户对平台的积极态度,进而促进用户积极的社交媒体使用行为。

     

    Abstract: The rise and rapid development of social media have fundamentally transformed the mode of information dissemination, but they have also aroused the discussion about information credibility. In this context, the information needs of users are increasingly becoming the focus of social media platforms. In view of this, this study constructs a theoretical framework based on the elaboration likelihood model to explore the relationships among information quality, source credibility, platform reputation, and users’ attitudes. The results show that information quality and source credibility have a significant positive effect on users’ attitudes, while the effect of platform reputation on users’ attitudes is not significant. Based on the empirical findings, this study suggests that social media platforms should safeguard the clarity, accuracy, and timeliness of information, and encourage users to generate and share high-quality content to enhance users’ positive attitudes toward the platforms, which in turn promotes users’ positive behavior on social media.

     

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