随着用户生成的内容的急剧增加，具有不同专业知识的个人负责生成在线信息资源，基于非专家外行来源与准确可靠之间潜在的脆弱关系，引发了许多可信度问题信息。而且在各种各样的商品信息中，商家和发布产品信息的博主往往倾向于展示产品的优点并推荐产品，而这种片面性的正面呈现往往容易被消费者推断为试图掩饰商品缺点、说服购买的意图过强，因而社交媒体平台上单面信息的推荐形式往往令消费者感知到更高的风险以及较高的心理抗拒，难以取得消费者的信任。而双面信息除了描述产品的正面信息外，还传达了一些具有负面信息的产品或品牌，与只提及产品正面属性的单面信息相比，双面信息的推荐形式看似更加公正客观，避免了消费者对发布者发布动机的消极推断。因此本文将探究信息双面性对消费者感知信息内容可信度的正向影响，以及感知风险和心理抗拒的链式中介作用。本研究以社交媒体平台产品推荐类内容为研究对象，采用问卷调查法，通过三项研究探究信息双面性对感知可信度的影响及其中介机制。本文以感知风险与心理抗拒为中介变量，探讨信息双面性对感知可信度影响的作用机制，并通过同品类产品、不同品类产品、虚拟品牌、真实品牌的多个场景模拟探索信息双面性对感知可信度效应的影响。研究1采用单因素的被试间设计，以同品类不同虚拟品牌的电动牙刷推荐帖作为操纵信息双面性的实验材料，考察了信息双面性对感知可信度的影响。结果发现，以双面信息的形式进行推荐的内容比只提及产品正面属性的单面信息更有助于提高消费者的感知可信度。同时研究1还探索了信息双面性对信息采纳意愿的影响，结果发现与只提及产品正面属性的单面信息相比，双面信息同样能够显著提高被试的信息采纳意愿。研究2采用单因素被试间设计，以不同品类不同虚拟品牌的产品推荐帖作为操纵信息双面性的实验材料，在研究1的基础上考察了感知风险与心理抗拒在信息双面性对感知可信度影响关系中的链式中介作用。结果发现，双面信息类的推荐内容比单面信息的推荐内容更易取得消费者的感知可信度。并且感知风险与心理抗拒在信息双面性与感知可信度之间的链式中介效应显著的。即相比于只提及产品正面属性的单面信息推荐帖，浏览双面信息推荐帖的被试的感知风险更低，使得心理抗拒水平更低，因而促进了更高水平的感知可信度。研究3采用单因素被试间设计，以不同品类不同真实品牌的产品推荐帖作为操纵信息双面性的实验材料，复制研究2的结果。结果发现主效应的影响依旧是稳健的。但感知风险与心理抗拒在信息双面性与感知可信度之间的链式中介效应不显著。主要原因在于真实品牌场景下需要考虑更多额外变量的影响，而本研究仅对年龄和品牌喜爱度进行了控制。研究3的结果表明信息双面性的效果在消费者熟悉度较低的陌生品牌中更加显著。这一发现也许对新产品营销提供了借鉴。对消费者来说新产品同样具有较低的熟悉度，对品牌的态度无明显偏好，营销人员可以通过双面信息即“红黑榜”的方式向消费者推荐产品。本研究验证了信息双面性对感知可信度的影响及其中介机制。这表明营销人员也可以在遵守道德及法规的基础上，通过对不同的产品以“红黑榜”这种同时包含推荐产品与避雷产品的信息发布推荐帖，以此加强消费者对推荐内容的感知可信度。其次，营销人员也能够通过其他降低感知风险、心理抗拒水平的其他方式提高消费者的感知可信度，从而达到更好的营销效果。

With the dramatic increase in user-generated content, individuals with varying expertise are responsible for generating online information resources, raising many credibility issues information based on the potentially tenuous relationship between non-expert amateur sources and accuracy and reliability. Moreover, among the wide variety of product information, merchants and bloggers posting product information often tend to show the merits of products and recommend them, and this one-sided positive presentation is often easily inferred by consumers as an attempt to cover up the shortcomings of products and persuade them to buy with too much intention, thus the recommendation form of one-sided messages on social media platforms often makes consumers perceive higher risks and higher psychological resistance, making it difficult to It is difficult to gain consumers' trust. Compared with one-sided messages that only mention positive attributes of products, two-sided messages seem to be more impartial and objective, avoiding negative inferences about the publisher's motives. Therefore, this paper will explore the positive influence of two-sided messages on consumers' perceived credibility of information content and the chain mediating role of perceived risk and psychological resistance. This study investigates the effect of message sidedness on perceived credibility and its mediating mechanism through three studies using questionnaire survey method with product recommendation content on social media platforms as the research object. This paper uses perceived risk and psychological resistance as mediating variables to explore the mechanism of the effect of message sidedness on perceived credibility, and explores the results of the effect of message sidedness on perceived credibility through multiple scenarios of simulations of products in the same category, products in different categories, virtual brands, and real brands. Using a single-factor inter-subject design, Study1examined the effect of two-sided message on perceived credibility using electric toothbrush recommendation posts of different virtual brands in the same category as experimental material for manipulating message sidedness. The results found that the content recommended in the form of two-sided message was more likely to achieve consumers' perceived credibility than recommendations with one-sided message. Study1also explored the effect of two-sided message on willingness to adopt information and found that two-sided message also significantly increased subjects' willingness to adopt information. In Study2, a single-factor inter-subject design was used to manipulate message sidedness by using product testimonials of different virtual brands in different categories as the experimental material, and the chain mediating role of perceived risk and psychological resistance in the relationship between message sidedness and perceived credibility was investigated based on Study1. It was found that the recommendation content of two-sided message category was more likely to achieve consumers' perceived credibility than that of onesided message. And the chain mediation effect of perceived risk and psychological resistance in the relationship between two-sided message and perceived credibility is significant. That is, subjects who viewed two-sided testimonials had lower perceived risk compared to one-sided testimonials, resulting in lower levels of psychological resistance and thus contributing to higher levels of perceived credibility. Study3replicated the results of Study2using a single-factor inter-subject design with product testimonials of different real brands in different categories as the experimental material for manipulating the two-sidedness. The results found that the effect of main effects remained robust. However, the chain mediating effect of perceived risk and psychological resistance between message sidedness and perceived credibility was not significant. Perhaps the effects of more additional variables need to be considered in real brand scenarios, and this study only controlled for age and brand liking. The results of the third study show that the effect of information duality is more significant among unfamiliar brands with lower consumer familiarity. This discovery may provide a reference for new product marketing. For consumers, new products also have low familiarity and no obvious preference for brands. Marketers can recommend products to consumers through double-sided information, that is, “Hall of Fame and Shame”. This study verifies the influence of information duality on perceived credibility and its intermediary mechanism. This shows that marketers can also publish recommendation posts for different products on the basis of abiding by ethics and regulations, including recommended products and lightning protection products, to strengthen consumers' perception and credibility of the recommended content. Secondly, marketers can also improve consumers' perceived credibility through other ways to reduce perceived risk and psychological resistance, so as to achieer marketing results.