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Consumer Use Pattern and Evaluation of Social Media Based Consumer Information Source

  • Yafang Zhang
  • Harim Yeo
  • Xu Li
  • Hyesun HwangEmail author
Conference paper
  • 27 Downloads
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1130)

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.

Keywords

Social media Consumer information source Consumer evaluation of information source 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Sungkyunkwan UniversitySeoulKorea

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