Research On Factors Influencing The Perception Of New Media Information Credibility

In recent years,relying on the advancement of information technology and the widespread application of mobile terminals,new media has developed rapidly,and various applications have emerged.New media is gradually becoming an important channel for people to obtain information in modern society,and has a profound impact on modern society.People’s daily life behavior,psychological expectations,and social speech atmosphere.However,the free speech and anonymity of the new media environment has facilitated the dissemination of false information,and the massive dissemination of these false speeches often leads to many undesirable consequences,such as social panic and loss of user trust.Therefore,understanding the user’s trust in information under the new media environment and mastering the factors that affect the user’s perception of information credibility have become an important research direction that affects or even determines the use of information and service quality,as well as the future development of new media.This study uses the new development stage of new media-the stage of intelligent communication as the research scenario,taking Toutiao as an example,to study the factors that influence the perception of credibility of new media information.First,on the basis of combing the previous research and theories,constructing a theoretical model of the influence factors of new media information credibility perception from the four dimensions of information disseminator credibility,channel credibility,content credibility and user characteristics.Then,with the help of questionnaire survey and eye movement experiment method,combined with the valid data of the questionnaire survey,the partial least square structural equation model(PLS-SEM)method was used to analyze the effect path of each influencing factor on the credibility of information,and combined The gaze time,number of gazes,gaze trajectory and other data collected by the eye movement experiment method explore the cognition and processing process of the credibility of new media users’ perception of information.Then come to the main conclusions of this research:the professionalism of the information disseminator,the use of new media,the integrity of the information content,the objectivity,the scale of group behavior(the number of reposts,the number of comments,the number of likes,etc.)significantly affect the credibility of new media information Perception.Finally,based on the research empirical results,combined with the current characteristics of new media,provide relevant suggestions for new media operation platforms and new media users,help build a harmonious and healthy new media environment,and promote the in-depth development of information credibility research.