The Effect of System Generated Cues on Microblog Rewarding Repost Behavior – A Source Credibility Perspective
时 间：2017年11月3日（周五）下午 12:00-13:00
地 点：体育外围平台APP紫金港校区行政楼1002会议室
报 告 人：QIAN DA（澳大利亚）博士生, Zhejiang University
摘 要:
This study investigates system generated cues (SGCs) that influence microblog users’ reposting behavior from the perspective of source credibility. A comprehensive set of SGCs were identified through an exploratory qualitative study (study 1) to reflect each source credibility dimensions (i.e. expertise, trustworthiness, attraction and co-orientation), and were later adopted in a quantitative study (study 2) to test robust nature of the conceptual framework of source credibility and its impact on users’ actual repost behavior when incentives are presented to them. Data indicate that by holding expected reward and perceived cost constant, all dimensions of source credibility were found to have significant main effects on repost behavior, with no interaction. Number of friends to @ was found to be inversely related to repost behavior. Implications of these findings are discussed, along with limitations of the current study and directions for future research.
This paper is accepted by Journal of Electronic Commerce Research (SSCI), and is scheduled to appear in May 2018 issue of JECR.
报告人简介：
QIAN DA是体育外围平台APP数据科学与管理工程系在读博士研究生（留学生奖学金），主要从事神经管理学与电子商务领域的交叉研究。曾就职于澳大利亚中央银行NAB（个人财务咨询师），澳大利亚COLES集团（市场营销部）。
