Previous studies on information adoption generally consider argument quality and source credibility as the main antecedents of user information adoption, which loses sight of the important role of specialized knowledge in information adoption. In order to address this issue, this study identifies content specialty as a critical indicator of information usefulness and suggests an Invert-U relationship between content specialty and information usefulness. Further, we indicate that the impact of content specialty is relied on user’s own knowledge and also other’s opinion, and thus identify user expertise and social endorsement as two moderators of the Invert-U relationship between content specialty and information usefulness. We conduct a scenario experiment based on Zhihu platform and then collect 343 valid questionnaires by a survey method to verify our hypotheses. Finally, we discuss our findings, implications for theoretical work and practice and limitations of this study.
Hu, Yuxin; Zhang, Yan; and Sun, Yongqiang, "Specialty Is Not Always Useful: Investigating Curvilinear and Moderating Effects" (2021). PACIS 2021 Proceedings. 63.
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