| Summary: | 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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