Abstract
This study attempted to investigate consumers’ evaluation on the utility of social media based consumer information source. The utility was identified by the evaluation of information characteristics and the evaluation of network characteristics. The evaluation of information characteristics includes reliability, vividness, and variety. The evaluation of network characteristics includes economics, interactivity, and regenerativity. The result showed the highest evaluation of regenerativity, followed by economics, interactivity, vividness, variety, and reliability. The mean differences were verified according to socio-economic characteristics and usage patterns of information source. In particular, it was found that female rated reliability higher than male, and the group with middle income rated vividness higher than a group with low income. In addition, consumers with relatively high access to SMCIS evaluated the information in terms of the reliability less positively than those with lower access to SMCIS. This study explored the elements that social media needs to function as a useful information channel for consumers.
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Zhang, Y., Yeo, H., Li, X., Hwang, H. (2020). Consumer Use Pattern and Evaluation of Social Media Based Consumer Information Source. In: Arai, K., Kapoor, S., Bhatia, R. (eds) Advances in Information and Communication. FICC 2020. Advances in Intelligent Systems and Computing, vol 1130. Springer, Cham. https://doi.org/10.1007/978-3-030-39442-4_59
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DOI: https://doi.org/10.1007/978-3-030-39442-4_59
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