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

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.