Research On The Influencing Factors Of Information Credibility Of Micro-blog In Public Crisisevents

In public crisis events,micro-blog is one of the important channels for people to access to information. People pay more and more attention on the problem that the authenticity of crisis information in the micro-blog, Which is an important criterion to measure the communication effectiveness, and also crucial to the survival of micro-blog and sustainable development. With the rapid rise of micro-blog and it’s information credibility faces challenges. This thesis aims at survey the audience participate in using micro-blog, the credibility assessment about the public crisis information in the micro-blog, the influence factors of credibility of information in the micro-blog that based on integrating use of knowledge about communication and the rational behavior.It adopt the qualitative interviews and the quantitative questionnaire survey,as well as SPSS and AMOS software for statistical analysis of the collected data. Effort expectations, community impact, source characteristics, information expression, personal trust five direct variables and performance expectations, risk perception, ability to identify network three intermediate variables have been included in the influence factors. Based on analysing the influence variables, this thesis presents the recommendations and strategies about enhancing the credibility of micro-blog’s information in public crisis events.The core research result of the thesis are as follows:(1)Audiences generally experienced to read the crisis information in the micro-blog. In public crisis events, micro-blog is an important channel for peoplie to get more information whether initiative acquire or passive access. Although there are a high percentage of people concerned about the crisis information in the micro-blog, but it lack of sustainability. In addition, audience read the crisis information for a short time and less a part of the them to go forward and comment the crisis information in the micro-blog. Audience interaction rate is low.(2)Overall, credibility of crisis information in the micro-blog weibo of china is not ideal that slightly higher grades in middle level.There is a certain gap distance "more credible" compared to "More credible". Meanwhile, in comparison with newspapers, radio, television, internet sites these four media, weio contrast credibility ranked fourth, only slightly higher than the media network sites.It shows the current traditional media still has a certain weight in the heart of audience(3) This thesis constructed a new model which is applicable to the study on the basis of UTAUT model. The study found that effort expectations has a positive impact on performance expectations that has a positive impact on the credibility assessment of micro-blog. Community impact,on the one hand, has a positive impact on the credibility assessment of micro-blog, on the other hand, it negatively affect risk perception which is also negatively impact the credibility assessment of micro-blog. In addition, personal trust of the audience, source characteristics and information expression three all positively effects the credibility assessment of micro-blog.