【目的/意義】在信息時代,用戶對社會化媒體的信任程度顯得尤為重要。針對目前社會化媒體信息內容可信度低的問題,提出了社會化媒體信息可信度的影響因素,以期為社會化媒體用戶、平臺及信息監管部門的相關行為提供參考依據。【方法/過程】結合具有心理學特征的MAIN模型,提出社會化媒體信息可信度體系,并借助實證數據,從信息內容角度對社會化媒體信息可信度的影響因素進行了深入研究。【結果/結論】研究表明,信息內容的實用性、客觀性、可靠性和相關性對社會化媒體信息可信度會產生積極影響,但是信息內容的一致性則不會產生直接影響。

【Purpose/significance】In the information age, information credibility of social media determines how online users trust it. Due to the low credibility of information content on social media, studies on the influencing factors of information credibility will become a better way to direct the behaviors of online uses, web platforms and departments of information supervision.【Method/process】Based on MAIN model, this paper tries to do some deep research on the influencing factors of information credibility on social media from the angle of information content using data evidence collected from investigation of Wechat official accounts.【Results/conclusion】The result shows that utility, objectivity,reliability and relevance of information content cause positive influence to information credibility on social media. However, consistency of information content has no direct impact on it.