摘要：

Abstract:

【Purpose/significance】 In the decentralized Web3.0 era, information explosion and power transfer have seriously reduced

the content quality and community vitality of social Q&A platforms. Identifying and evaluating the influence of information characteris⁃

tics on user's engagement behavior can promote the sustainable development of platforms.【Method/process】 Based on the Information

Adoption Model, this paper analyzes the data of Zhihu evaluation through web crawler, and explores the influence of information

source and information quality on likes and comments.【Result/conclusion】 The results show that the attractiveness, credibility and in⁃

teractivity of the bloggers have a significant positive impact on user's engagement behavior, while the number of articles published by

the bloggers has a negative impact on user's engagement behavior. The content detail and media richness of the evaluation also have a

significant positive impact on user's engagement behavior, while the accessibility and the evaluation style can positively affect the like

behavior, but have no significant impact on the comment behavior.【Innovation/limitation】 This paper expands the theoretical applica⁃

tion scope of information adoption model, enhances the attention to the research value of evaluation information, promotes the research

on the driving mechanism of evaluation information attracting users to participate in interaction, and has a practical enlightenment ef⁃

fect on the dissemination and application of evaluation information in social Q&A platform. However, this paper does not involve the

influence of video evaluation and content narrative structure, which needs to be further discussed in future research.