## 3 Empirical Study
According to the respondents' answers to Q3 in Table 2, AISs receive and utilize information through mass media (ads, e-WOM outside the local social network) when acting online, while PIRs do not (e.g., 33.09% of AISs received mass media messages compared with 0 PIRs, \(t\) = 1.6691, \(p\) < 0.05), while nearly all AISs and PIRs rely on WOM from interpersonal channels (friends and relatives). Second, compared to AISs, PIRs rely more on social norms and lack confidence in their own judgment when engaging with the network unless they acquire enough information from authoritative channels in human relations. According to respondents' answers to Q4-Q6 in Table 2, AISs score high on normative influence (mean 7.80) and slightly lower on informational influence (mean 5.87). PIRs score high on normative influence (mean 8.77) but considerably lower on informational influence (mean 1.01). However, PIRs score higher on informational influence (mean 6.12) after acquiring necessary information from authoritative sources, such as opinion leaders. Combining both types of influence, ordinary \begin{table}
\begin{tabular}{l l} \hline \hline \multicolumn{1}{c}{**Questions**} & \multicolumn{1}{c}{**Answers**} \\ \hline Q1: You can use the internet to find information you need. & (a) Yes (b) No \\ \hline Q2: Why can’t you find the information you need? (skip if you answered yes in Q1) & (a) Unable to use web browsers and search tools. \\ \hline Q3: Where did you get information about these social platforms? (more answers possible) & (a) Friends (b) Relatives (c) Someone else (d) Mass media (advertisement or e-WOMs from strangers) \\ \hline Q4: Your own judgments are important when you are active online. (10-point scale) & 1–10 (from extremely not important to extremely important) \\ \hline Q5: Other people’s choices are important when you are acting online. (10-point scale) & 1–10 (from extremely not important to extremely important) \\ \hline Q6: You own judgments are important when you’re active online once you have acquired necessary information from authoritative sources such as opinion leaders. (10-point scale) & 1–10 (from extremely not important to extremely important) \\ (skip if you are an AIS) & \\ \hline Q7: How likely do you sway your own judgment about service or product online when interacting with others holding different opinions? & 1–10 (from extremely impossible to extremely possible) \\ \hline Q8: If you have acquired necessary information from authoritative sources such as opinion leaders, how likely do you sway your own judgment about services or products online when interacting with others holding different opinions? (skip if you are an AIS) & 1–10 (from extremely impossible to extremely possible) \\ \hline Q9: When do you usually talk about the platform with others? & (a) After participating in platform interactions (receiving services, participating in platform tasks or topic discussions, etc.) (b) Other situations \\ \hline Q10: How many friends have you told about the platform? & (a) 0 (b) 1 (c) 2 (d) 3 (e) 4 or more \\ \hline Q11: It is easy for you to convince others of your point of view. & 1–10 (from extremely agree to extremely disagree) \\ \hline Q12: How often do you talk to people around you about the platform interactions you’re involved in? & 1–10 (from never to always) \\ \hline Q13: In which ways do you think you can become an opinion leader? & (a) Being educated by an opinion leader (b) Learn by yourself (c) Others (d) Impossible \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Questions. PIRs weight normative influence much higher (mean 0.90, \(t\) = 31.5367, \(p\) < 0.001) compared to AISs and PIRs who have acquired enough information from authoritative channels in human relations (AISs = mean 0.59, PIRs' = mean 0.60, \(t\) = 1.1294, \(p\) > 0.1). Third, compared to PIRs, AISs are more confident in their original views when interacting with others.