移动UGC社区用户健康信息采纳行为意愿的影响因素

Factors Influencing Adoption Willingness of the Health Information in the Mobile UGC Community

[目的/意义]以信息采纳模型和计划行为理论为基础构建研究模型,对移动UGC社区用户健康信息采纳行为意愿的影响因素进行研究,考察UGC信息采纳在遵循当前的信息采纳意愿理论方面是否存在特异性。[研究设计/方法]采用网络问卷对移动UGC社区用户进行调查,利用结构方程模型验证用户健康信息采纳行为意愿的影响因素,对各因素及其影响路径进行分析。[结论/发现]在移动UGC社区中,健康信息采纳的一般过程受到用户行为态度的影响;用户的声誉赋予行为直接影响后续用户的健康信息采纳意愿;感知知识共识能为移动UGC社区用户对健康信息的价值判断提供帮助。[创新/价值]丰富了当前有关移动UGC社区和健康信息采纳影响因素的研究,证实了行为态度的调节作用,进一步探析了声誉特征和感知知识共识影响信息采纳行为的限制条件。

[Purpose/Significance] Based on the Information Adoption Model and Theory of Planned Behavior,this paper constructs a research model of the factors influencing adoption willingness of the health information in the mobile UGC community to examine whether UGC information adoption is specific in following the current theory of information adoption willingness.[Design/Methodology] The data was collected through online questionnaires survey with users in the user-generated content community,structural equation models were used to verify the influencing factors of users’ willingness to adopt health information,and various influencing factors and their influence paths were analyzed.[Findings/Conclusion] In the mobile UGC community,the general process of health information adoption is affected by the attitude toward behavior of users;the user’s behavior of giving reputation directly affects the subsequent user’s willingness to adopt health information;perceived knowledge consensus helps users in the mobile UGC community to judge the value of health information.[Originality/Value] This study enriches current research on mobile UGC community and factors influencing health information adoption,confirms the moderating role of the attitude toward behavior,further explores the limitations of the reputation characteristics and the perceived knowledge consensus affecting information adoption.