A Study On Factors Affecting The Willingness Of The Internet Rumor Spread Again

With the rapid development and popularization of the Internet, people use the Internet to further extend the time and space for further expansion.However, rumors also with the network platform, to spread more rapidly spread out than ever before, have a strong impact on the normal Internet order and people’s daily lives.Thus, the study of the spread of the Internet rumor is particularly urgent and important.In order to investigate the factors and mechanism of action affecting the spread of the Internet rumors, We selected 456 undergraduates for the study, used experimental methods to simulate the Internet scenarios, and conducted a comprehensive analysis on the factors and mechanism of action affecting the spread of the Internet rumors from the point of view of content features of Internet rumors and personal characteristics of the audience. By analysis of variance, regression analysis to analyze the data, draw the following conclusions:(1)Content features of Internet rumors directly affect the willingness of the rumor spread again.(2)Content features of Internet rumors can indirect affect the willingness of the rumor spread again by affecting cognitive trust and emotional trust.(3)The degree of involvement of the audience can affect the relationship between timeliness, forwarded quantity the of Internet rumors and the willingness of the rumor spread again.