Investigating Factors Influencing User Attitudes from the Dual-Route Perspective

The emergence and rapid development of social media have fundamentally transformed the mode of information dissemination while concurrently stirring discussions about information credibility. The information needs of users are increasingly becoming a focus of concern for social media platforms. Against this backdrop, this study constructs a theoretical framework based on the Elaboration Likelihood Model, aimed at exploring the relationships between information quality, source credibility, platform reputation, and user attitudes. The results show a significant positive impact of both information quality and source credibility on user attitudes, while the influence of platform reputation on user attitudes is not significant. From a practical standpoint, this study suggests strategies for improving user attitudes towards social media platforms. Specifically, platforms should ensure the clarity, accuracy, and timeliness of information while also encouraging users to generate and share high-quality and reliable content. Such strategies will foster positive user attitudes toward the platform, thereby promoting positive user behavior on social media.