危机事件中社交媒体辟谣信息发布方式与辟谣效果研究

摘要/Abstract

摘要： 为了挖掘危机事件中社交媒体基于众包理念应对谣言传播的潜力，更全面地讨论社交媒体辟谣信息发布方式对公众接受、公众信息行为以及辟谣效果的影响，融合经典信息采纳模型和社交媒体信息行为研究成果，构建反映辟谣信息—辟谣效果两阶段模型，运用多重回归方法，并在新冠疫情公共卫生事件背景下收集数据对模型进行了验证。结果表明：媒介丰度、媒介同步性和社会化线索呈现强度对提升公众对辟谣信息的接受度有正面作用，而高接受度会增强其转发、评论、求证等评价审议行为，并有利于辟谣效果的提升。根据这些结论，为管理机构和社交媒体平台提出了在社交媒体环境下提升辟谣信息的辟谣效果的若干建议。

关键词: 辟谣效果, 信息发布方式, 社交媒体, 危机事件

Abstract: In order to dig the potential of social media in dealing with rumors based on crowdsourcing in crisis, comprehensively discuss the influence of rumor-refuting information dissemination methods in social media on public acceptance, public information behavior, and rumor-refuting effects in crisis event, based on the classical information acceptance model and the research results of social media information behavior, this paper constructs a two-stage model reflecting the rumor-refuting effect of rumor-refuting information in social media, then collects data and uses multiple regression method to verify the model in the context of Novel coronavirus pneumonia public health emergency. The results show that media abundance, media synchronicity and social clue strength have a positive effect on improving the public’s acceptance of rumor-refuting information. High acceptance will enhance the behavior of message deliberation, such as forwarding, commenting and confirmation seeking, thus helping improve the effect of rumor refutation. According to these conclusions, some suggestions are proposed for the management organizations and social media platforms to improve the rumor-refuting effectiveness of rumor-refuting information in social media.

Key words: rumor-refuting effects, information dissemination methods, social media, crisis event

夏志杰, 王诣铭, 滕婕, 吴忠. 危机事件中社交媒体辟谣信息发布方式与辟谣效果研究[J]. 管理评论, 2023, 35(3): 306-319.

Xia Zhijie, Wang Yiming, Teng Jie, Wu Zhong. Research on the Influence of Information Dissemination Methods on the Rumor-refuting Effects of Social Media in Crisis Event[J]. Management Review, 2023, 35(3): 306-319.

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