社交媒体用户的信息加工与信任判断——基于眼动追踪的实验研究  

Social Media User's Information Processing and Credibility Judgement:An Eye-Tracking Experiment

作　　者：李晓静 

机构地区：[1]上海交通大学媒体与设计学院传播系

出　　处：《新闻与传播研究》2017年第10期49-67,共19页Journalism & Communication

基　　金：上海交通大学文理交叉认知专项学术项目(编号:16JXRZ04)的阶段性成果

摘　　要：论文借助认知神经科学的眼动追踪技术,研究用户在不同的信息卷入度情境下如何关注社交媒体的信源、信息和系统生成线索,以及信源和信息的系统生成外围线索如何影响用户的社交媒体可信度判断,并探讨用户的注视与信任之间是否相关。2(高/低卷入度)×2(高/低专业性)×2(高/低系统生成线索值)组内因子设计实验的眼动数据和统计结果显示:在注视点和注视时间上,ELM模型基本得到验证,高低卷入度会影响用户对信源和信息的不同关注;但在注视顺序上,无论卷入度如何,用户都是先看信源、再看信息;系统生成线索呈现出"数大招目"的注视规律,且不论卷入度如何,系统生成线索、信源身份、专业性等因素都正向影响用户对社交媒体可信度的判断;用户的注视时间与信任判断微弱相关,注视次数与信任无显著关联,眼见未必等于相信。This article explores Chinese users' cognitive processing on the source,message,and system-generated cues of social media, and how these cues affected the perceived credibility of social media, as well as the relationship between users ' seeing and believing. A 2(topic:high involvement vs. low involvement) × 2(expertness:high vs. low) × 2(number of followers,reposts,and comments:big vs. small) within-subjects eye-tracking experiment was designed. Results show that Elaboration Likelihood Model has almost been tested,according to participants' fixations and dwell-time on AOIs,that is,highly involved users paid most attention on message and lowly involved users concerned the identity of source. However, the eye movement track revealed users browsed source ahead of information per se,no matter how involved. Big number of system-generated cues caught more eyes. The system-generated cues and expertness of source identity, both positively influenced perceived credibility of social media. There were no significant correlations between users' seeing and credibility judgement. Findings were discussed in Chinese cultural contexts and ELM cognitive heuristics.

关 键 词：社交媒体 眼动追踪 信息加工 媒介可信度 ELM 

分 类 号：G206[文化科学—传播学]