Information Frame,Source Relationship Strength And Regulatory Focus On The Effect Of Persuasion Of Wechat Rumor

With the development of the Internet,social media,such as micro-letters and micro-blogs,have greatly enhanced the efficiency of information dissemination.However,this has also brought about the proliferation of information and the outbreak of network rumors.Especially since the advent of We Chat in 2011,due to its deep social,strong relations,and point to point communication,network rumors comes to a faster rate of fission and a wider range of spread.We Chat has quickly become a breeding ground for rumors,therefore the clarification and control become more urgent.On the other hand,the Internet age also provides new opportunities for rumor control,and effective rumor information can also be widely disseminated.At the same time,point-to-point spread and network structure also provides a basis for rumor refutation.Under this context,based on the persuasive effect theory and the regulatory focus theory,this paper explores the interaction effect between different information frame,different strength of relationship ties,and different psychological motives of different audience to the persuasion for rumor refutation on We Chat,to provide a useful reference rumor strategy path.In order to investigate the impact of the information frame,source relationship intensity and audience adjustment orientation on the effect of rumor refutation information persuasion in Wechat,this paper takes the rumor information about "influenza vaccine" as experimental material.Through the design of the 2(frame,positive / negative)×2(relationship strength,strong / weak)×2(situational orientation,promotion / defense)and multivariate analysis of variance(ANOVA),it was found that the rumor information frame significantly affected its persuasive effect.Positive rumor information framework has better persuasive effect;the interaction between information framework and relationship intensity has significant effect on the persuasion effect of rumor refutation information.Positive rumor information frame and strong relationship source environment,negative rumor framework and weak relationship environment has a strong matching effect.The interaction between information framework,relationship intensity and situational orientation significantly affect the persuasion effect of rumor information,which the promote situation,strong relationship and positive rumor information framework persuasion effect has the optimal matching effect.The theoretical innovation of this paper lies in:1.In the field of information persuasion effectiveness,there is a lack of research on the impact of information framework and information sources on the effectiveness of information-persuasion among different types of audiences.Under the We Chat complex communication environment,this study can be further analyzed the rumor information persuasion effect model from the perspective of multi-factor interaction.2.In the study of the focus theory of Regulatory Focus,there are few researches study the persuasion effect of audiences under different psychological motivations and different strengths of social relations based on the social network theory,so as to enrich the regulatory focus theory in the Wechat rumor refutation communication.3.It also enriches the quantitative research on the persuasion effect of the rumor information.At the same time,this paper explores the impact of the information frame,the source intensity and the audience's psychological motivation on the rumor information persuasion effect on Wechat.And this paper tries to provide advices about how to match the framework of the content with the different intensity of resources to improve rumor persuasion effect for different types of regulatory focus audience.4.This study can explain the influencing factors of rumor refutation effect on Wechat,and provide government,enterprise and other information managers with the matching strategy and method of information sources relationship,information content frame and psychological motives of audiences,so as to improve the effective persuasion of the rumor information and to help the government with the rumor refutation strategy based on the breakdown of content and audience solution strategy reference.