基于详尽分析可能性模型的电商短视频用户信任研究

A Study on User Trust in E-Commerce Short Videos Based on the Elaboration Likelihood Model

摘要: 为探究电商带货短视频的内容与信源对用户购买行为的影响，本研究基于详尽分析可能性模型(ELM)，以信息质量为中心路径，以信源质量为边缘路径，预设并检验用户对电商短视频的信任意愿模型。研究发现：信息质量显著正向影响用户的感知有用性和感知信任行为；信源质量显著正向影响用户的感知信任意愿，但对信息的感知有用性影响并不显著；信息的感知有用性与感知信任呈正向相关。基于数据分析，研究提出坚持内容导向、优化信息呈现以及搭建信息与用户行为的反馈循环机制的针对性建议。

Abstract: To explore the impact of content and source credibility on user purchase behavior in e-commerce short videos, this study employs the Elaboration Likelihood Model (ELM), focusing on information quality as the central route and source credibility as the peripheral route. The research develops and tests a model of user trust intentions toward e-commerce short videos. The findings reveal that information quality significantly and positively affects users’ perceived usefulness and trust behavior. Source credibility, while having a significant positive impact on perceived trust intentions, shows no significant influence on perceived usefulness. Additionally, perceived usefulness is positively correlated with trust intentions. Based on the data analysis, this study provides targeted recommendations, including maintaining content quality, optimizing information presentation, and establishing feedback loops between information and user behavior.