Research on Information Adoption Behavior in Virtual Communities Based on the Information Ecology Theory

Abstract

Based on the theory of information ecology, this paper explores factors that sinfluence users' information adoption behavior in virtual communities. It combines three core elements in information ecology: information, information man, and information environment. Using data collected from 401 users in virtual communities to conduct a hypothesis testing, the empirical results show that 1) usefulness has a direct positive effect on information adoption; 2) interaction of trust and security has a positive effect on information adoption.