公共卫生事件中社交媒体谣言扩散影响因素研究——信息响应视角  

Research on Influencing Factors of Social Media Rumor Spreading in Public Health Emergencies——A Perspective of Information Response

作　　者：丁学君[1] 张夏夏 田勇[2] DING Xuejun;ZHANG Xiaxia;TIAN Yong(School of Management Science and Engineering,Dongbei University of Finance and Economics,Dalian,Liaoning 116025;School of Physics and Electronic Technology,Liaoning Normal University,Dalian,Liaoning 116029)

机构地区：[1]东北财经大学管理科学与工程学院,辽宁大连116025 [2]辽宁师范大学物理与电子技术学院,辽宁大连116029

出　　处：《管理现代化》2023年第5期137-144,共8页Modernization of Management

基　　金：国家自然科学基金面上项目“多重社交网络环境下突发事件谣言治理:耦合传播、协同演化及最优控制”(72374040);国家自然科学基金面上项目“阻断与澄清:考虑代价约束的在线社会网络突发事件谣言抑制策略研究”(71874025);教育部人文社会科学研究项目“在线社会网络中突发事件谣言传播机制及抑制策略”(20YJA630058)。

摘　　要：明晰公共卫生事件中社交媒体谣言扩散机理,是制定有效谣言治理策略的前提。本文基于社交媒体中“转发”和“点赞”两种不同的信息响应方式,以详尽可能性模型为研究框架,探究信息内容和信源特征维度下不同因素对谣言扩散的影响,构建谣言扩散行为模型,并利用新冠疫情谣言数据集进行实证分析。结果表明:来源专业性和信息的社会影响力正向影响谣言的扩散规模和速度;在用户规避深层次风险沟通的心理驱动下,来源模糊与内容模糊均会提升谣言的点赞规模。此外,情绪会促进谣言扩散规模,且情绪总量与消极情绪的交互项显著影响谣言的点赞规模。基于此,谣言治理要建立完善的监测监控及预警机制,制定及时准确的澄清策略,营造健康良好的网络环境。Clarifying the spreading mechanism of social media rumors in public health emergencies is a prerequisite for developing effective rumor governance strategies.In the paper,we explore the influence of relevant factors on rumor spreading from the perspectives of information content and source characteristics under the framework of Elaboration Likelihood Model(ELM)based on the two different information response methods of“retweeting”and“liking”in social media.Based on this,a theoretical model is constructed and empirical analysis is conducted using the COVID-19 rumor dataset.The results show that the professionality of information sources and social influence of information positively affect the scale and speed of rumor spreading,and both source ambiguity and content ambiguity can increase the“like”scale of rumors driving by the users’psychological of avoiding deep risk communication.In addition,sentiment can increase the spread scale of rumors,and the interaction between total sentiment and negative sentiment significantly affects the“like”scale of rumors.Based on this,rumor management needs to establish a sound monitoring and warning mechanism,formulate timely and accurate clarification strategies,and create a healthy and good network environment.

关 键 词：社交媒体 公共卫生事件 网络谣言 信息响应 

分 类 号：C931[经济管理—管理学]