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Title:The Effects of Expert and User Ratings on Behavioral Intentions on a UGC Site
Author(s):Lim, Sook; Steffel, Nick
Subject(s):human information behavior
social media
quantitative analyses including statistics
Abstract:The study examines whether expert and user ratings affect students’ behavioral intentions to use a fictitious book at, a user-generated content (UGC) site regarding books. It also explores students’ perceptions of others’ susceptibility regarding user ratings. Data were collected using both an experiment and a web survey in fall 2013. A total of 206 surveys were useable for this research. The findings show that only expert ratings affected students’ behavioral intentions to use a book. Students tended to perceive others as being more influenced by user ratings than they, themselves, were. The results indicate that experts’ opinions still continue to be important for accepting the object of ratings on UGC sites. In addition, despite the need for more evidence, the influence of user ratings on, at least students’ intentional behavior, may not be as strong as expected.
Issue Date:2015-03-15
Series/Report:iConference 2015 Proceedings
Genre:Conference Poster
Peer Reviewed:yes
Rights Information:Copyright 2015 is held by the authors. Copyright permissions, when appropriate, must be obtained directly from the authors.
Date Available in IDEALS:2015-03-24

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