Research On User Online Participation Behavior:Based On The Perspective Of Trust And Attention

In recent years,with the continuous improvement of information technology and information infrastructure,the application of information terminals has become increasingly rich and developed rapidly.Online lending platforms,online knowledge question and answer(Q&A)platforms,and e-commerce live streaming platforms have become representative applications of "Internet +".In these online platforms,users gather together due to the same purpose or interests and are influenced by the external environment to participate in behaviors such as investment,knowledge contribution,and purchase.Constrained by factors such as risk and information inundation in different platforms,trust and attention are the keys to affecting users’ online participation.Although scholars in recent years have analyzed users’ online participation behaviors from different perspectives,such as internal and external motivations,few studies analyze them from the perspectives of trust and attention.Therefore,this paper selects three representative platforms,namely online lending platform,online knowledge Q&A platform,and e-commerce live streaming platform,and explores users’ online investment behavior,users’ online knowledge contribution behavior,and users’ online purchase behavior from the perspectives of trust,attention and the combination of trust and attention respectively.Firstly,combined with the high risk that users may face in investment in the context of the online lending platform,the paper constructs a bidirectional model of trust and perceived risk to explore the bidirectional relationship between them and their influence on users’ online investment behavior.Especially,this paper uses platform reputation and quality of alternatives as the leading factors of trust and perceived risk,respectively.Different from the unidirectional model used in previous studies,the bidirectional model in this paper can simultaneously explore the relationship between trust and perceived risk.In the research,the data was obtained through a questionnaire survey,and the hypotheses were verified by the structural equation model method.The results show that the performance of the bidirectional model is better than that of the unidirectional model,and it can better explain the influence of trust and perceived risk on users’ investment willingness in the online lending market.As expected,trust is the most important direct factor influencing users’ willingness to invest.Platform reputation has a significant impact on trust,and the quality of alternatives has a significant impact on perceived risk.The direct impact of perceived risk on users’ investment willingness is not significant,but it has an indirect impact on users’ investment willingness through trust.Further,considering the mismatch between knowledge supply and demand caused by the information flooding in the context of online knowledge Q&A platform,the paper constructs the relationship model of knowledge characteristics(knowledge length,knowledge width,and knowledge heterogeneity),knowledge matching degree,and knowledge contribution,and further investigates their impact on users’ knowledge contribution based on the perspective of attention.In particular,the paper adopted the Latent Dirichlet Allocation(LDA)method to process the question texts and identify the topic probability vector.On this basis,the knowledge breadth,knowledge heterogeneity,and knowledge matching degree were measured.Finally,the quantitative analysis software was used to test the hypothesis.The study found that there is an inverted U-shaped relationship between knowledge characteristics and knowledge contribution;knowledge matching has a positive influence on knowledge contribution and positively moderates the inverted U-shaped relationship between knowledge characteristics and knowledge contribution.Finally,considering that users may face risks and information flooding at the same time,under the background of the e-commerce live streaming platform,our study develops a conceptual model to investigate the impacts of relational bonds(financial bonds,social bonds,and structural bonds)on user purchase intention and addresses the mediating role of and immersion experience and trust.The paper uses the questionnaire survey method to obtain data and uses the structural equation model method to test the hypotheses.The results show that immersive experience plays an important direct role in users’ purchase intention and plays an important mediating role between relational bonds and users’ purchase intention.Similarly,trust also plays an important direct role in user purchase intention and mediating role between relational bonds and user purchase intention.In addition,social bonds and structural bonds directly affect users’ purchase intention,while financial bonds have no significant effect on users’ purchase intention.This paper provides a new research perspective for users’ online participation behavior and expands the relevant research conclusions of trust and attention.Moreover,this paper guides platform managers to take targeted management measures,and strategically gain users’ trust and attention,thereby promoting users’ active participation.