The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop more and more a skeptical opinion regarding existing media information. In this paper we determine four clusters of consumers based on technology and artificial intelligence (AI) acceptance, skeptical opinion regarding media information, need for validation of received information and the influence of celebrity trend setters. For each of the clusters, we analyze the relationship between the skeptical opinion of consumers related to social media information and some present trends about the development of technologies and AI, the influence of celebrity trend setters and the need to check the received information. The results of the research show that the development of technologies and AI have an influence on the skeptical opinion related to media information for some consumer groups. The celebrity trend setter has a significant influence on the skeptical opinion only for one of the consumer groups. The need for information and news validation is related to the skeptical opinion regarding media information, but in different ways for the determined clusters.

中文翻译：

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基于技术和AI接受，社交媒体信息感知和名人趋势制定者的怀疑消费者群体

当前的消费者每天都被大量的数据和信息所包围，并且面临着处理接收到的信息的需求。基于现有内容以及用户生成的内容和虚假新闻的发展，消费者对现有媒体信息越来越持怀疑态度。在本文中，我们基于技术和人工智能（AI）接受度，对媒体信息的怀疑性意见，对收到的信息进行验证的需求以及名人趋势制定者的影响来确定四个消费者群体。对于每个集群，我们分析了与社交媒体信息相关的消费者的持怀疑态度与技术和AI发展的一些当前趋势之间的关系，名人趋势制定者的影响以及需要检查收到的信息。研究结果表明，技术和人工智能的发展对一些消费者群体的媒体信息相关的怀疑态度产生了影响。名人趋势设定者仅对其中一个消费群体具有重大影响。对信息和新闻验证的需求与对媒体信息的怀疑态度有关，但是对于确定的集群以不同的方式。