As a result of the rapid growth of information and the business operations of media, people pay more and more attention to the credibility of information.
This paper carries on a preliminary questionnaire survey to study the Internet users’ evaluations to the credibility of the network information, and analyses its related factors，investigated how the credibility of information on the Taobao to affect consumer’s brand attitude and online purchase intention。This paper selects 30Taobao's users by sampling to achieve an effective questionnaire. Based on these data, and according to the structural equation methods, this paper applies factor analysis to the four independent variables which are the use of networks and network-dependent, network facilities, the extent of information involved, and the type of information, and then studies the influences of the independent variables to the Online community’s reliability of TaoBao. The results show that: (1) the use of networks, network-dependent, and the extent of information involved are high correlation to the reliability of online community, (2) the facilitation of internet and the use of traditional media are high correlation to the reliability of online community, (3) the gender, age, and income of the Internet users are high correlation to the reliability of online community; (4) the credibility of information has a significant impact on consumer brand attitude and willingness to online purchase. And especially, this paper analyses the relationship between the extent of information involved and the reliability.
Introduction:
As early as the 50s in the 20th century when the mass communications’ academic status were established, the Credibility Research had become a compelling research area. Most researchers believe that the credibility is the quality of source, that is, no matter what the promulgated contents are, it can be trust by the mass indisputably (West, 1994). The source which provides the information accurately and unbiased can be considered to be credible (Hass, 1981). In the concept, Credibility is also known as the perceived credibility, credibility perception, the credibility assessment and so on. In the history of mass communication research, the study of credibility of the operation (operationalization) and measurement (measurement) to the credibility has obtained great attention in the past 50 years.
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