The Effects of Expert and User Ratings on Behavioral Intentions on a UGC Site

Lim, Sook; Steffel, Nick

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https://hdl.handle.net/2142/73688 Copy

Description

Title

The Effects of Expert and User Ratings on Behavioral Intentions on a UGC Site

Author(s)

• Lim, Sook
• Steffel, Nick

Issue Date

2015-03-15

Keyword(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 Goodreads.com, 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.

Publisher

iSchools

Series/Report Name or Number

iConference 2015 Proceedings

Type of Resource

text

Language

English

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http://hdl.handle.net/2142/73688

Copyright and License Information

Copyright 2015 is held by the authors. Copyright permissions, when appropriate, must be obtained directly from the authors.

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