Exploring the antecedents of trust in electronic word-of-mouth platform: The perspective on gratification and positive emotion

Abstract

Frequent human-media interaction via the electronic word-of-mouth (e-wom) platform, trust is acknowledged as an ongoing challenge. This study aimed to understand users' trust in the e-wom platform based on uses and gratifications theory and stimulus-organism-response (S-O-R) paradigm. Utilitarian gratification (perceived information quality and perceived privacy protection) was regarded as stimulus, social gratification (sense of social belonging and sense of self-esteem) and positive emotion as organism, and platform trust as response. Data was acquired from 268 users in China using a questionnaire survey, and the PLS-SEM was used to further analyze the results. The results indicated that there is a hierarchy relationship between types of gratifications. That is, utilitarian gratification is a premise of social gratification. Moreover, sense of self-esteem and positive emotion have a mediating effect between perceived information quality and platform trust. Sense of social belonging and positive emotion have a mediating effect between perceived privacy protection and platform trust. This study not only broadened trust between human and media, but also purposed a hierarchy relationship of different types of gratifications in e-wom platform.

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TYPE Original Research
PUBLISHED 18 August 2022
DOI 10.3389/fpsyg.2022.953232
OPEN ACCESS
EDITED BY
Martina Ziefle,
RWTH Aachen University, Germany
REVIEWED BY
André Calero Valdez,
University of Lübeck, Germany
Umair Akram,
RMIT University, Vietnam
Vera Gelashvili,
Rey Juan Carlos University, Spain
Aditya Halim Perdana Kusuma Putra,
Universitas Muslim Indonesia,
Indonesia
Mingyue Fan,
Jiangsu University, China
*CORRESPONDENCE
Luyao Liu
liuluyao2019@163.com
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This article was submitted to
Human-Media Interaction,
a section of the journal
Frontiers in Psychology
RECEIVED 26 May 2022
ACCEPTED 01 August 2022
PUBLISHED 18 August 2022
CITATION
Xie X and Liu L (2022) Exploring the
antecedents of trust in electronic
word-of-mouth platform: The
perspective on gratification and
positive emotion.
Front. Psychol. 13:953232.
doi: 10.3389/fpsyg.2022.953232
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does not comply with these terms.
Exploring the antecedents of
trust in electronic
word-of-mouth platform: The
perspective on gratification and
positive emotion
Xuemei Xie and Luyao Liu*
School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing, China
Frequent human-media interaction via the electronic word-of-mouth
(e-wom) platform, trust is acknowledged as an ongoing challenge. This study
aimed to understand users’ trust in the e-wom platform based on uses and
gratifications theory and stimulus-organism-response (S-O-R) paradigm.
Utilitarian gratification (perceived information quality and perceived privacy
protection) was regarded as stimulus, social gratification (sense of social
belonging and sense of self-esteem) and positive emotion as organism, and
platform trust as response. Data was acquired from 268 users in China using a
questionnaire survey, and the PLS-SEM was used to further analyze the results.
The results indicated that there is a hierarchy relationship between types of
gratifications. That is, utilitarian gratification is a premise of social gratification.
Moreover, sense of self-esteem and positive emotion have a mediating eect
between perceived information quality and platform trust. Sense of social
belonging and positive emotion have a mediating eect between perceived
privacy protection and platform trust. This study not only broadened trust
between human and media, but also purposed a hierarchy relationship of
dierent types of gratifications in e-wom platform.
KEYWORDS
e-wom platform, platform trust, gratification, positive emotion, S-O-R paradigm
1. Introduction
As new platform technologies are introduced, the topic of how to improve trust takes
on a new dimension. The e-wom platform provides a new set of options for users to share
and get information about products and services (Hu et al., 2019; Lin et al., 2020). Since
its introduction in 2013, XIAOHONGSHU has grown to become China’s most popular
e-wom platform. On the XIAOHONGSHU platform, over 300 million people share their
purchasing and life experiences, allowing other users to make better decisions. According
to a recent report, the number of content creators on the XIAOHONGSHU platform
reached 43 million by March 2021, and the number of notes surpassed 300 million.
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The number of monthly active users hit 282 million in October
2021. The above data reveal frequently increased human-media
interaction on the e-wom platform. In the digital world, trust
is the base between the platform and users, as well as the
cornerstone of the platform’s survival (Li and Lin, 2021).
Therefore, it is meaningful to explore various antecedents that
influence trust in the e-wom platform.
Prior studies mainly explored users’ behaviors on e-
wom information, such as adoption, engage, and spread.
Some researchers explored why people adopt e-wom on
social networking sites based on the attachment theory (Park
et al., 2019). Attachment avoidance, attachment anxiety, and
interaction effects are the antecedents of e-wom adoption. Some
researchers investigated how former customers engage in e-wom
(Azer and Ranaweera, 2022). Some researchers investigated
various motivational factors that influence SNS users’ e-wom
intention (Chai et al., 2022). They found intrinsic motivational
factors embracing altruism, self-efficacy, and self-expression
universally influence SNS users’ e-wom intention. However,
empirical study on the antecedents of trust in the e-wom
platform is still lacking.
Trust is not a rational cognitive process (Yuan et al.,
2018). Emotional states play a significant role. In this study,
we explored key factors influencing users’ trust in the e-
wom platform, which include various gratifications and positive
emotion. Especially, based on users and gratifications (UG)
theory, this study proposed utilitarian gratification (perceived
information quality and perceived privacy protection) and
social gratification (sense of social belonging and sense of self-
esteem). Combined with stimulus-organism-response (S-O-R)
paradigm, utilitarian gratification was considered as stimulus,
social gratification, and positive emotion as organism, and
platform trust as response. This study found that utilitarian
gratification is a premise of social gratification. To some extent,
social gratification and positive emotion have a mediating effect
between utilitarian gratification and platform trust. This study
extended UG theory and S-O-R paradigm in the context of
the e-wom platform. We broadened e-wom research, especially
regarding how users trust in the e-wom platform. a hierarchy
relationship exists in different types of gratifications.
2. Theoretical foundation and
hypotheses
2.1. Dierent types of gratifications
Uses and gratifications theory, was first created in the
research field of mass media like radio, newspaper, television. Its
goal is to figure out what motivates people to use certain types
of media (Leung and Wei, 2000). Meanwhile, it examines why
people choose one form of media over another in order to gratify
a variety of needs (Katz et al., 1974). With rapid information
system, today it is widely used in the research field of social
media to better understand psychological state of users.
Present studies have classified gratifications obtained when
using various social media. Some researchers investigated
the determinants of continuance intention toward SNSs
(Chang, 2018). They found perceived gratifications including
information gratification, emotional gratification, and social
gratification. Some researchers examined the effects of
different gratifications on the continuance intention of
using WeChat in China (Gan and Li, 2018). They identified
four types of gratifications, namely hedonic gratification,
social gratification, utilitarian gratification, and technology
gratification. Some researchers determined the impact of
gratifications and emotional state on users’ adoption and
continuance intention in Weibo (Gogan et al., 2016). They
explored users’ gratifications, namely hedonic gratification
(entertaining value), social gratification (social value and
social participation), and utilitarian gratification (information
consumption, utilitarian value, and content participation).
Some researchers examined continuance intention with live-
streaming services based on UG theory (Hsu and Lin, 2021).
They determined three gratifications, namely entertainment
gratification, informativeness gratification, and sociability
gratification. Some researchers examined the antecedents
of grocery purchase behavior, and identified three types
of gratification, including utilitarian gratification, hedonic
gratification, and experiential gratification (Kim, 2021).
Present studies pay more attention on the parallel
relationship among different gratifications, instead of seeking
other relationship. To fill this research gap, this study intended
to employ perspectives of hierarchy of needs to identify
hierarchy relationship of different types of gratifications. Based
on UG theory and characteristics of the e-wom platform,
we purposed utilitarian gratification and social gratification.
Utilitarian gratification includes perceived information quality
and perceived privacy protection. Social gratification includes
sense of social belonging and sense of self-esteem.
The definition of perceived information quality refers to
the correctness and completeness of website information as
it relates to products and transactions (Kim et al., 2008).
Users’ perceptions of information quality have a beneficial
impact on their willingness to participate actively in platform
communication and engagement (Lu et al., 2011). As a result,
we predicted that if the e-wom platform continues to provide
meaningful and useful information, users’ sense of social
belonging will improve dramatically. Therefore, we put forward
the following hypothesis:
H1: Perceived information quality has a positive impact on
sense of social belonging.
Self-concept is a comprehensive view formed by individuals’
cognition of themselves in various aspects. Self-esteem is
typically influenced by environmental cues, information
(evaluation and expectation) from influential figures in
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societal structure, and sense of competence and efficiency
that individuals have experienced (Brockner, 1988). When
people create a sense of importance and worth for themselves,
they develop self-esteem (Pan et al., 2012). Specific to the
e-wom platform, on the one hand, when users contribute
information about products or services, and others accept and
recognize their knowledge, they believe that they are capable
and valuable. Users, on the other hand, will feel appreciated
and so boost their self-esteem if they collect knowledge on
the platform and others actively assist them. According to a
research paper from organization behavior (Zheng et al., 2017),
knowledge sharing has a positive effect on organization-based
self-esteem. Thus, when users on the e-wom platform provide
or acquire high quality information, namely, they obtain
information gratification, their sense of self-esteem would
improve dramatically. Therefore, we put forward the following
hypothesis:
H2: Perceived information quality has a positive impact on
sense of self-esteem.
Individuals’ activity in social networks with high and
transparent sociability can be witnessed by numerous others,
making it impossible to hide (Livingstone, 2008). Privacy issues
may arise if too much information is shared and received
by too many persons (Schwartz, 1968). Previous research has
found that overly apparent privacy policies can deter users from
sharing content (Brandtzæg et al., 2010). Privacy protection
is an important aspect in the growth of social media, as it
encourages social contact between users (Sapuppo and Seet,
2015). We propose that, because of the platform’s openness,
users not only communicate utilitarian knowledge but also
emotional experiences. As a result, privacy protection is at
the heart of social interaction. This study suggested that
privacy protection creates a secure interactive environment,
in which users strive to form social relationships with one
another and increase their sense of social belonging after
obtaining technology gratification. Thus, we put forward the
following hypothesis:
H3: Perceived privacy protection has a positive impact on
sense of social belonging.
Today, the number of weak-tie contacts has explored
via online social media. Individual performance is divided
into on-stage and off-stage, according to Goffman (2016). In
weak ties, individuals are more likely to execute impression
management, which means they are more likely to project a
positive image in front of strangers (Luo and Cong, 2015). On
the e-wom platform which characterized by weak ties, self-image
management corresponds to “off-stage performance,” which is
not visible to on-stage acquaintances. If the e-wom platform
has adequate privacy protection, users prefer to perform self-
image management on this platform, boosting individuals’ sense
of self-esteem. We predicted that the cornerstone of social
gratification is privacy protection. Therefore, we purposed the
following hypothesis:
H4: Perceived privacy protection has a positive impact on
sense of self-esteem.
2.2. Social gratification and positive
emotion
Positive emotion is linked to the satisfaction of a certain
need, which is frequently accompanied by a good subjective
experience, and can boost an individual’s excitement and ability
to participate in activities (Meng, 1989).
The augmentation of emotional value offered by self-
expression and relationships with others through the platform,
so that users are more emotionally linked to the platform,
is referred to as a sense of social belonging (Hsu and Lin,
2016). Previous research has shown that using social networking
sites can successfully lessen loneliness and increase pleasant
emotions (Huang et al., 2016). Users on the e-wom platform
have a sense of social belonging through social interaction
such as commenting and messaging. Sense of social belonging
can help people feel better. Therefore, we put forward the
following hypothesis:
H5: Sense of social belonging has a positive impact on
positive emotion.
Individual self-worth and importance are reflected in
self-esteem, while positive emotion represents an individual’s
emotional condition, such as happiness. There is a relationship
between cognition and emotion (Lavy and Littman-Ovadia,
2017). Thus, we suggest that individual self-esteem as a cognition
can directly influence positive emotion. According to attribution
theory (Heider, 1958), individuals’ self-esteem can be attributed
internally and externally. Users hint at their own taste and social
standing by flaunting their wonderful lives, which is known
as internal attribution. External attribution is that the e-wom
platform has a mutual respect culture. Because the majority of
users are young on the e-wom platform, have a high level of
education and quality. Previous study in the field of psychology
suggests that self-esteem has a positive influence on position
emotion (Liu et al., 2018). Thus, we predicted that on the e-wom
platform, sense of self-esteem can enhance positive emotional
state. We put forward the following hypothesis:
H6: Sense of self-esteem has a positive impact on
positive emotion.
2.3. Positive emotion and trust
Positive emotion refers to the emotion with pleasant
feeling is generated when individuals are stimulated by
internal and external environment, and meet their own needs
(Fredrickson et al., 2008). According to the broaden-and-
build theory, positive emotion extends the scope of people’s
attention and thought-action repertoires, and create enduring
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personal resources including social connections and intellectual
resources, as well as flourish people’s mental health (Fredrickson
and Losada, 2005). In exchange for favorable expectations
of another’s intentions or actions, trust is a psychological
state characterized by the willingness to tolerate vulnerability
(Rousseau et al., 1998). Meanwhile, trust is defined by dynamic
and situational social psychological phenomena, and it has a
complicated link with people’s psychology, with good feeling
being one of the most essential components (Wang and Lian,
1998). The relationship between positive emotions and trust has
been discovered through interpersonal trust studies. According
to affect-as-information theory, individuals use their affective
states as information when making decisions (Schwarz and
Clore, 1983). Happiness and gratitude, both positive emotions,
improve interpersonal trust, but rage, a negative emotion,
diminishes interpersonal trust (Dunn and Schweitzer, 2005).
Further, this study extended trust from level of interpersonal
relationship to human and media. When people make evaluative
judgments about trust, specific emotions influence subsequent
judgments (Dunn and Schweitzer, 2005). In other words,
different emotions can provide information sources. Trust is not
automatic, but based on positive emotions. Positive emotion
can boost people’s positive perceptions of their risk partner,
leading to greater positive decision-making, including trust
(Bless and Fiedler, 2006). We predicted that when users place
their trust in the e-wom platform, positive emotion offers
evidence about trust judgment. Therefore, we put forward the
following hypothesis:
H7: Positive emotion has a positive impact on platform trust.
2.4. The stimulus-organism-response
paradigm
Given that utilitarian gratification is a crucial stimulus
for the platform trust, users’ social gratification and positive
emotion dominate their final trust decision (response). The
justification for using the stimulus-organism-response (S-O-
R) paradigm as the theoretical lens to examine how types of
gratifications and positive emotion influence trust in the e-wom
platform is as follow. First, prior researchers (Yuan et al., 2020,
2021) applied the S-O-R paradigm to predict users’ attitude, such
as loyalty in social media. Second, its theoretical justification of
examining utilitarian gratifications as stimuli and its capability
of evaluating the role that users’ emotional perceptions (social
gratification and positive emotion) to utilitarian gratification
plays in users’ trust in the e-wom platform.
S-O-R paradigm to specify mediating processes in an
organism that transmit a stimulus to a response. The term
organism refers to the internal processes and structures
intervening between stimuli and the final responses emitted.
The intervening processes and structures consist of perceptual,
physiological, feeling, and thinking activities. Response pertains
to psychological reactions such as attitudinal and behavioral
reactions. According to the S-O-R paradigm, users’ utilitarian
gratification (stimulus) may affect users’ emotional perceptions
(social gratification and positive emotion) (organism), which in
turn may influence users’ trust in the platform (response).
Therefore, we proposed the following hypotheses:
H8a: Sense of social belonging and positive emotion play
chain double-mediation effects on the relationship between
perceived information quality and platform trust.
H8b: Sense of self-esteem and positive emotion play
chain double-mediation effects on the relationship between
perceived information quality and platform trust.
H9a: Sense of social belonging and positive emotion play
chain double-mediation effects on the relationship between
perceived privacy protection and platform trust.
H9b: Sense of self-esteem and positive emotion play
chain double-mediation effects on the relationship between
perceived privacy protection and platform trust.
Theoretical model is as shown in Figure 1.
3. Research methodology
3.1. Measurement
Multiple items are used to measure all constructs, which are
gathered in the survey using a five-point Likert scale ranging
from 1 (strongly disagree) to 5 (strongly agree). The constructs
are mostly adapted from earlier studies, but have been modified
to request data on the e-wom platform. To ensure content
validity, we invite experts to modify these items and users of the
e-wom platform to do a pre-test.
The measurement of perceived information quality is mainly
referenced to Kim et al. (2008). The measurement of perceived
privacy protection is mainly referenced to Kim et al. (2008). The
measurement of sense of social belonging is mainly referenced to
Lin (2008). The measurement of sense of self-esteem is mainly
referenced to Rosenberg (1965). The measurement of positive
emotion is mainly referenced to Fredrickson (2013). Finally, the
measurement of platform trust is mainly referenced to Suh and
Han (2003). Items and sources are as shown in Table 1.
3.2. Data collection and sample
description
We disseminate the online questionnaire using
Wenjuanxing, a professional online questionnaire platform.
Only respondents who had used the e-wom platform
before the poll were eligible to participate, in order to
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FIGURE 1
Theoretical model.
TABLE 1 Item and source.
Construct Item References
Perceived information quality (PIQ) PIQ1 I think the word-of-mouth information within this platform is reliable Kim et al., 2008
PIQ2 I think the word-of-mouth information within this platform is useful.
PIQ3 I think the word-of-mouth information within this platform is of high
quality.
Perceived privacy protection (PPP) PPP1 I think this platform will not use my personal information for other
purposes without my authorization.
Kim et al., 2008
PPP2 I think this platform will not share my personal information with other
entities without my authorization.
PPP3 I think unauthorized persons have not access to my personal
information.
Sense of social belonging (SSB) SB1 I enjoy being a member of this platform. Lin, 2008
SB2 I am very committed to this platform.
SB3 I enjoy this platform that has a high level of morale.
SB4 I feel a strong sense of social belonging to this platform.
Sense of self-esteem (SSE) SE1 I more recognize myself in the process of using the e-wom platform. Rosenberg, 1965
SE2 I feel good about myself in the process of using the e-wom platform.
SE3 I earn respect for myself in the process of using the e-wom platform.
Positive emotion (PE) PE1 I feel happy in the process of using the e-wom platform. Fredrickson, 2013
PE2 I feel positive in the process of using the e-wom platform.
PE3 I feel interested in the process of using the e-wom platform.
Platform trust (PT) TR1 I believe that this platform keeps its promises and commitment. Suh and Han, 2003
TR2 I believe that this platform meets users’ expectations.
TR3 I believe that this platform keeps users’ best interests in minds.
confirm that respondents matched the research purposes.
Finally, we collected 327 surveys, however some were
discarded because respondents failed the attention check
questions or replied the same answer for all items,
leaving 268 valid questionnaires with a valid response rate
of 81.96.
Table 2 shows the demographic information characteristics
of the valid samples. Obviously, the demographic
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TABLE 2 Demographic of respondents (N= 268).
Demographic variable Frequency Percentage
Gender
Male 136 50.75
Female 132 49.25
Age
18–25 years old 135 50.37
26–35 years old 123 45.90
36–45 years old 10 3.73
Education
College and bachelor’s degree 124 46.27
Master’s degree 114 42.54
Doctor’s degree 30 11.20
Use frequency
Once a day or more 118 44.03
2–3 times a week 83 30.97
Once a week 11 4.10
2–3 times a month 28 10.45
Once a month or less 28 10.45
characteristics of the respondents match the users of the
e-wom platform.
3.3. Data analysis
This study used partial least squares structural equation
modeling (PLS-SEM) using Smart PLS 3.3 and its associated
techniques, including the PLS algorithm and bootstrapping.
In recent years, the number of articles published using PLS-
SEM has increased significantly in contrast to covariance-based
structural equation modeling (CB-SEM). Meanwhile, this study
used SPSS software to perform several tests, such as descriptive
and Harman’s single-factor tests, which resulted in a 37.80%
variation, which is less than acceptable threshold 50% (Podsakoff
et al., 2003).
4. Results analysis
There are two stages to PLS-SEM analysis: measurement
model and structural mode (Hair et al., 2018).
4.1. Measurement model
In this part, we accessed reliability and validity of
measurement model. As shown in Table 3, regarding the
reliability of the construct, the Cronbach’s αof all constructs
ranged between 0.830 and 0.927, which is above the acceptable
TABLE 3 Measurement model.
Construct Item Loading Cronbach’s alpha CR AVE
PIQ
PIQ1 0.853
0.831 0.898 0.745
PIQ2 0.840
PIQ3 0.896
PPP
PPP1 0.906
0.900 0.937 0.833
PPP2 0.933
PPP3 0.899
SSB
SSB1 0.845
0.887 0.922 0.746
SSB2 0.880
SSB3 0.881
SSB4 0.849
SSE
SSE1 0.939
0.927 0.954 0.873
SSE2 0.947
SSE3 0.917
PE
PE1 0.898
0.834 0.900 0.749
PE2 0.862
PE3 0.836
PT
PT1 0.882
0.830 0.898 0.746
PT2 0.860
PT3 0.849
threshold of 0.7 (Hair et al., 2018). The values of composite
reliability (CR) ranged between 0.898 and 0.954, meeting criteria
of 0.7 (Hair et al., 2018), which indicated adequate reliability.
The convergent validity is assessed using two criteria, (1)
standardized factor loadings of all items should exceed 0.7, and
(2) the average variance extracted (AVE) of each construct needs
to exceed the benchmark 0.5. As shown in Table 3, all items’
factor loadings above the 0.7 threshold, and all the AVEs are
above the benchmark value of 0.5. Thus, both conditions for
convergent validity are adequate (Hair et al., 2018).
To assess the discriminant validity, we used Fornell and
Larcker’s criteria (Fornell and Larcker, 1981). The square root
of AVE of a construct needs to be greater than the correlation
between the construct and other construct in this model. As
shown in Table 4, the above criteria was clearly met.
4.2. Structural model
To assess the structural model, path coefficients, coefficient
of determination (R2), and cross-validated redundance (Q2)
were used (Hair et al., 2018). Specifically, we employed
bootstrapping for the path-coefficient calculation, the PLS
algorithm for the R2calculation, and blindfolding for the
Q2calculation. The R2value evaluates the proposed model’s
predictive power and reflects the contribution of each construct.
The R2value ranges between 0 and 1, where valued of 0.20,
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TABLE 4 Analysis of discriminant validity.
Construct PIQ PPP PT PE SSE SSB
PIQ 0.863
PPP 0.220 0.912
PT 0.463 0.410 0.864
PE 0.403 0.160 0.418 0.866
SSE 0.289 0.214 0.381 0.554 0.934
SSB 0.232 0.246 0.330 0.562 0.628 0.864
TABLE 5 Hypothesis testing and strength of the model.
Hypothesis Path Path coefficient Mean SD t-value p-value Decision
Direct effect
H1 PIQ ->SSB 0.187 0.193 0.073 2.581* 0.008 Supported
H2 PIQ ->SSE 0.255 0.258 0.070 3.646* 0.000 Supported
H3 PPP ->SSB 0.204 0.207 0.060 3.426* 0.001 Supported
H4 PPP ->SSE 0.158 0.161 0.060 2.625* 0.008 Supported
H5 SSB ->PE 0.353 0.357 0.054 6.580* 0.000 Supported
H6 SSE ->PE 0.332 0.330 0.054 6.164* 0.000 Supported
H7 PE ->PT 0.418 0.424 0.070 5.943* 0.000 Supported
Indirect effect
H8a PIQ ->SSB ->PE ->PT 0.028 0.030 0.015 1.837 0.065 Not supported
H8b PIQ ->SSE ->PE ->PT 0.035 0.037 0.016 2.200* 0.026 Supported
H9a PPP ->SSB ->PE ->PT 0.030 0.032 0.013 2.371* 0.018 Supported
H9b PPP ->SSE ->PE ->PT 0.028 0.022 0.011 1.911 0.055 Not supported
∗t−value >1.96(p<0.05).
R2(SSB) = 0.094, R2(SSE) = 0.107, R2(PE) = 0.383, and R2(PT) = 0.175.
Q2(SSB) = 0.067, Q2(SSE) = 0.09, Q2(PE) = 0.277, and Q2(PT) = 0.125.
0.50, and 0.75 indicate weak, moderate, and substantial effects,
respectively (Hair et al., 2018). The Q2valued higher than zero
are meaningful and that values of 0, 0.25, and 0.5 indicate
small, medium, and large effects, respectively, representing the
predictive accuracy of the model. This study used bootstrapping
to test the path coefficients of the structural model. The results
indicated that, based on the acceptance criterion (t-value >1.96,
p-value <0.05).
The results are shown in Table 5 and Figure 2. The
significant role of PIQ in driving SSB and SSE, with path
coefficients of (β=0.187, t=2.581, p=0.010)
and (β=0.255, t=3.646, p<0.001). Therefore,
H1 and H2 are supported. PPP also plays a significant
role in influencing SSB and SSE, with path coefficients of
(β=0.204, t=3.426, p=0.001) and
(β=0.158, t=2.625, p=0.009). Therefore,
H3 and H4 are supported. SSB has a significant effect on
PE (β=0.353, t=6.580, p<0.001).
Therefore, H5 is supported. SSE significantly affects effect
on PE (β=0.332, t=6.164, p<0.001).
Therefore, H6 is supported. PE has a significant effect on PT
(β=0.418, t=5.943, p<0.001).
4.3. Mediation model
To investigate the mediating effect of SSB, SSE, and PE, the
bootstrapping method was employed to estimate the indirect
effect. As shown in Table 5, SSE and PE play a significant role
between the relationship between PIQ and PT (β=0.035, t=
2.231, p=0.026); therefore, H8b is supported. SSB and PE
play a significant role between the relationship between PPP
and PT (β=0.030, t=2.374, p=0.018). Therefore, H9a
is supported. Finally, H8a (β=0.028, t=1.837, p=0.065)
and H9b (β=0.022, t=1.911, p=0.055) are not supported.
Because H8a and H9b not meet the criterion (t-value >1.96,
p-value <0.05).
Then, in PLS-SEM, researchers generally calculate the
strength of mediating effect. The variance accounted for (VAF)
formula was employed (Hair et al., 2016). VAF = Indirect
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FIGURE 2
Structural model results.
FIGURE 3
Mediation model results.
effect/Total effect, where Total effect = Indirect effect + Direct
effect. VAF values of <20, 20–80, and >80% represent to no
mediation, partial mediation, and full mediation, respectively
(Hair et al., 2016). According to the above analysis, H8b
and H9b are supported. Thus, this study calculated the
strength of H8b and H9b. As shown in Figure 3, VAF
values are 35.71 and 36.59%, respectively, which falls in
the range between 20 and 80%, thus considered partial
mediation. As shown in Figures 3, a, b, c, c′and drepresent path
coefficient, a∗b∗d=indirect effect, c =total effect and c′=
direct effect.
5. Conclusion
The continued advancement of UGC and social media opens
up new opportunities for both researchers and managers. The
e-wom platform, as a popular information-exchange channel,
requires immediate attention. Based on UG theory and S-O-R
paradigm, this study investigated users’ trust in the e-wom
platform, especially how utilitarian gratification (perceived
information quality and perceived privacy protection) affect
platform trust through social gratification (sense of social
belonging and sense of self-esteem) and positive emotion.
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Xie and Liu 10.3389/fpsyg.2022.953232
The hypotheses mentioned are supported by empirical
evidence from 268 valid questionnaires. This study offers
a theoretical framework for increasing users’ trust in the
e-wom platform.
5.1. Findings
First, positive emotion has a positive impact on platform
trust. This is in line with research in the field of interpersonal
trust, which shows that positive emotion helps to improve
trust (Lount, 2010). When people use the e-wom platform,
positive feeling displays their happiness. Users create social
friendships through commenting and texting, and locate like-
minded people through communities and organizations in the
platform. These are all positive emotion generators. Positive
emotions, such as happiness and joy, are experienced while
using the e-wom platform, which increases users’ trust in
this platform.
Second, as previous studies shown, sense of social belonging
and sense of self-esteem are determinants of positive emotion
(Yagil and Medler-Liraz, 2017). This study found that social
gratification (sense of social belonging and sense of self-
esteem) positively influences positive emotion. In comparison
to reality social circles and We-chat moments, which are made
up of strong relationships, the e-wom platform is made up
of weak social ties. On the e-wom platform, users are more
inclined to share their inner thoughts or sentiments, show
their self-image, and release the pressures of reality. Users, for
example, can meet like-minded sharers and feel a sense of social
connection through information on this platform. Furthermore,
individuals share things that they would not dare to exhibit
in public, generate specific images, and get recognition and
respect from others. As a result, when users perceive sense
of social belonging and self-esteem, they will be in pleasant
emotional states.
Third, utilitarian gratification (perceived information
quality and perceived privacy protection) positively influence
social gratification (sense of social belonging and sense of
self-esteem). This finding is not surprising. According to
hierarchy of needs theory, personal needs progress from a
low to a high condition. It follows general law of growth of
personal needs to some extent. Primary function of the e-wom
platform is to offer e-wom information and privacy protection.
Users will have regular conversation and engagement with
other users once this platform becomes an efficient information
reference source. Users will show their lives, share items and
services, and hint at their own taste and social position when
they perceive high privacy protection. Therefore, after obtaining
utilitarian gratification, users further seek for social gratification
on this platform.
Finally, this study figured out the mediating effects of
social gratification and positive emotion. Especially, sense of
self-esteem and positive emotion play a significant role in
the relationship between perceived information quality and
platform trust. Sense of social belonging and positive emotion
play a significant role in the relationship between perceived
privacy protection and platform trust. When users perceive
more information quality, sense of self-esteem and positive
emotion will make them trust this platform. When this platform
provides good privacy protection, it is easy for user to trust
this platform once obtaining sense of social belonging and
positive emotion.
5.2. Implications for research
This study contributes to social media trust research. First,
prior researches primarily focused on a single component
when predicting platform trust, or used platform trust as a
predictor to investigate the impact on user behavior. This
study investigated the dynamic mechanism of platform trust
development. It expanded on the existing study framework
and brought a new research perspective to the topic of
diverse types of social media trust. This study expanded the
relationship between self-concept and emotional states from a
micro perspective.
Second, this study broadened the application of UG
theory and S-O-R paradigm. This study purposed gratifications
of the e-wom platform, namely utilitarian gratification and
social gratification. According to S-O-R paradigm, this study
treated utilitarian gratification as stimulus, social gratification
and positive emotion as organism, and platform trust as
response. Although there are considerable researches into users’
gratification in various types of social media, few studies
looked at the interaction among different types of gratifications.
According to this study, different types of gratifications play
different roles. Utilitarian gratification is a predictor of social
gratification. This study provided a theoretical framework of
hierarchical structure among types of gratifications in social
media usage.
Third, we don’t understand the importance of positive
emotion in social media well-enough. This study investigated
the impact of positive emotion on platform trust, and found
that social gratification influences positive emotion. This study
applied positive emotion into social media trust. This study
illustrated that positive emotion plays a significant role in the
domain of human-media trust.
Last but not least, this study provided a deeper
understanding of the process and mechanisms that lead
from utilitarian gratification to platform trust. We not only
found the essential reason of e-wom platform trust, but
also other factors (social gratification and positive emotion)
that can contribute to it. Understanding the appearance of
trust is not the purpose of this study. In-depth research of
mediating effects is a key step in studying the complex variable
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Xie and Liu 10.3389/fpsyg.2022.953232
of trust, and it is an important part of promoting trust in
human-media interaction.
5.3. Implications for practice
This study offered a new insight into how to boost trust
in the e-wom platform. How to make an appealing e-wom
platform that inspires users to trust it. These findings can
be used to create a more persuasive and trustworthy e-wom
platform. The e-wom platform provides numerous advantages
for both individuals and businesses. These advantages, however,
will not be achieved unless the e-wom platform establishes
user trust.
First, positive emotion among users is a good predictor of
platform trust. As a result, e-wom platform service providers
should review user experience on a regular basis. Positive
emotion is predicted by social gratification (sense of social
belonging and sense of self-esteem). Service providers should
organize social online activities on a regular basis to broaden
users’ social habits and improve user connection. Differentiating
titles or interface features based on user level lets users feel
valued and respected.
Then, this study discovered that utilitarian gratification is
a predictor of social gratification. Therefore, service providers
should improve the service quality to further promote
users’ social interaction within the platform. To limit the
homogenization of content received by consumers under the
recommendation algorithm. Content filtering technology and
trusted AI technology should be used. Constantly enhancing
user interface experience to improve users’ sense of the
effectiveness of privacy protection, such as setting up privacy
policy reading links and official privacy protection push
notifications.
Especially, social gratification and positive emotion have
different mediating effects between utilitarian gratification and
platform trust. Therefore, the platform should find the right
positioning and provide different types of services for users.
If the e-wom platform focuses on high-quality information, it
should pay attention on providing a respectful environment.
When the e-wom platform is good at protecting users’ privacy,
it should place particular emphasis on creating a lively social
atmosphere.
5.4. Limitation and future studies
There are several limitations that need to be considered.
First, because this study focuses on the e-wom platform in
China, the findings may be confined to Chinese users. Future
studies should increase the universality of the research model
by covering a broader survey population. Second, the majority
of the respondents in this study are young users. Despite
the fact that the sample represents the majority of users in
China, there may be differences for users of different ages.
To investigate the differences in gratifications, future studies
should consider using age and gender as moderators. Third, in
this study, duration of collecting data is relatively concentrated.
Future studies should adopt a longitudinal research approach
to explore the relationships among gratification, emotion
and trust.
Data availability statement
The original contributions presented in the study are
included in the article/supplementary material, further inquiries
can be directed to the corresponding author/s.
Ethics statement
The studies involving human participants were
reviewed and approved by Beijing University of Posts
and Telecommunications. The patients/participants
provided their written informed consent to participate in
this study.
Author contributions
XX contributed to conception, design of the study,
and supervision. LL contributed to investigation,
visualization, and writing—original draft. All authors
contributed to manuscript revision, read, and approved the
submitted version.
Conflict of interest
The authors declare that the research was conducted in the
absence of any commercial or financial relationships that could
be construed as a potential conflict of interest.
Publisher’s note
All claims expressed in this article are solely those of the
authors and do not necessarily represent those of their affiliated
organizations, or those of the publisher, the editors and the
reviewers. Any product that may be evaluated in this article, or
claim that may be made by its manufacturer, is not guaranteed
or endorsed by the publisher.
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