在线知识问答社区用户信息信任判断实证研究——来自眼动追踪实验的证据

doi:10.13266/j.issn.0252-3116.2021.23.009

图书情报工作 ›› 2021, Vol. 65 ›› Issue (23): 79-89.DOI: 10.13266/j.issn.0252-3116.2021.23.009

在线知识问答社区用户信息信任判断实证研究——来自眼动追踪实验的证据

万晓榆, 万婧

重庆邮电大学经济管理学院重庆 400065

收稿日期:2021-07-06 修回日期:2021-09-08 出版日期:2021-12-05 发布日期:2021-12-18
通讯作者: 万婧,硕士研究生,通讯作者,E-mail:wjg1ejw@163.com。
作者简介:万晓榆,院长,教授,博士,博士生导师
基金资助:
本文系教育部人文社会科学项目"共享经济模式下顾客融入行为的动因及作用结果研究"（项目编号：19XJA630004）研究成果之一。

An Empirical Study on User Information Trust Judgment of Online Knowledge Q&A Communities——Based on the Evidence of Eye Movement Tracking Experiments

Wan Xiaoyu, Wan Jing

School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 400065

Received:2021-07-06 Revised:2021-09-08 Online:2021-12-05 Published:2021-12-18

摘要/Abstract

摘要： [目的/意义]基于在线知识问答社区平台，通过眼动实验阐明用户注意与用户信任的关系，有助于用户获得高质量的信息，维持知识问答社区平台的公信力与可持续运营。[方法/过程]从视知觉的角度出发，利用眼动追踪技术量化在线知识问答社区用户的信息浏览行为，明晰用户对各信息要素的注意力分配特征，并结合自我报告式量表探究用户注意力是否反映其对信息的信任判断；同时基于ELM模型探讨信源个人成就、信息内容和系统累计线索值与用户信任判断之间的关系。[结果/结论]对不同卷入度的信息，用户对各信息要素的关注情况存在差异，且各信息要素对用户信任判断的影响不同，用户对信息的认知加工也存在路径差异；用户注意力指标（注视时长、注视次数）与信任判断之间关系甚微，注视未必代表相信。

关键词: 在线知识问答社区, 认知加工, 信任判断, 眼动实验

Abstract: [Purpose/significance] Based on the online knowledge Q&A communities, the relationship between user attention and user trust is clarified through eye movement experiments, which is helpful for users to obtain high-quality information and maintain the credibility and sustainable operation of online knowledge Q&A communities.[Method/process] From the perspective of visual perception, eye movement tracking technology was used to quantify the information browsing behaviors of users in online knowledge Q&A communities, this paper clarified the characteristics of users' attention distribution to each information element and explored whether users' attention reflects their trust judgment of information with the self-report scale. Based on the ELM model, the relationship among the personal achievements of sources, information content, system cumulative cue values and users' trust judgments was explored.[Result/conclusion] For information with different degrees of involvement, users' attention to each information element is different, each information element has different influence on users' trust judgment, and users' cognitive processing of information also has different paths. There is little relationship between user's attention index (fixation duration, fixation frequency) and trust judgment, and fixation does not necessarily mean trust.

Key words: online knowledge Q&A communities, cognitive processing, trust judgment, eye movement experiments

中图分类号:

G203

万晓榆, 万婧. 在线知识问答社区用户信息信任判断实证研究——来自眼动追踪实验的证据[J]. 图书情报工作, 2021, 65(23): 79-89.

Wan Xiaoyu, Wan Jing. An Empirical Study on User Information Trust Judgment of Online Knowledge Q&A Communities——Based on the Evidence of Eye Movement Tracking Experiments[J]. Library and Information Service, 2021, 65(23): 79-89.

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在线知识问答社区用户信息信任判断实证研究——来自眼动追踪实验的证据

An Empirical Study on User Information Trust Judgment of Online Knowledge Q&A Communities——Based on the Evidence of Eye Movement Tracking Experiments

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