搜寻者对用户生成信息的信任度研究

Trust of Searchers on User-generated Content

用户生成信息是搜寻者依赖的重要信息,但不同形式的用户生成信息可信度存在差异。基于信任的理性机制和关系机制,我们提出关系强度、生成者专业性会正向影响信息可信度,负向信息比正向信息具有更高可信度的假设。通过2×2×2的三因子实验,研究证实了上述假设。

User-Generated Content has a powerful influence on searchers＂ decision-making,but the effect of User-Generated Content is different,Based on the mechanism of trust,we think that the different effect of UGC is due to the searchers＂ different trust,and propose that UGC attitude,the relationship between communicator and searcher,and the professional ability of UGC communicator are correlated with consumer＇s UGC trustworthy from the rational mechanism and the relational mechanism of trust, Through 2 x2 x2 factorial experiment, all the propositions are confirmed.