ABSTRACT

This study explored the gratification factors of event-focused social media content that affect information sharing and information trust and ultimately the intention to attend an event. It also investigated how non-content factors moderate these relationships. The findings showed that the gratification factors (i.e., informational, entertaining, remunerative, and relational) of social media content significantly influence event attendees’ intention to share information, perceived information trust, and thus their intention to attend the event. Non-contents (i.e., visual design and information overload) act as a critical moderator altering the effects of the gratification factors on attendees’ intention to share and information trust.

摘要

本研究探讨了影响信息共享和信息的信任，并最终意向参加活动的事件为中心的社交媒体内容的满足因素。它也研究如何非内容因素缓和这些关系。研究结果表明，社交媒体内容的满足因素（即信息性、娱乐性、报酬性和相关性）显着影响活动参与者分享信息的意愿、感知的信息信任，进而影响他们参加活动的意愿。非内容（即，视觉设计和信息过载）作为一个关键的主持人改变对与会者的意向共享和信息的信任满足因素的影响。