Research On The Influence Of The Credibility Of Anti-rumor Information Sources On Consumer Trust In Corporate Crisis Public Relations

With the rapid development of new media technology,enterprise dissemination of information is both massive and convenient.The information released on the virtual and complex network social media platforms will inevitably contain some false news and rumors that threaten the survival and development of enterprises,seriously damage the corporate image and reputation,weaken consumer trust,and bring great challenges to corporate crisis public relations.How can companies effectively eliminate rumors while they encounter rumors crisis? How to rebuild consumer trust? It's worth studying.For this reason,this study attempts to explore how to choose appropriate information sources to publish anti-rumor information on multiple online social media platforms such as Weibo and WeChat when the outbreak of corporate rumors crisis in the new media era,inducing consumers' crisis emotions,promoting their internet interaction,and then repairing consumers' trust to refute rumors effectively and turn crises into safety.This article takes the credibility of anti-rumor information sources as independent variables,consumer trust as the dependent variable,consumer crisis emotions and consumer internet interaction as mediating variables,and analyzes the logical relationship between the four under different anti-rumor scenarios,in order to investigate the influence mechanism of the credibility of anti-rumor information sources on consumer trust.Using situational experiments and questionnaire survey,experimental materials according to in combination the different anti-rumors information sources(People's Daily Weibo account and personal user Weibo account)and crisis emotions(focus on describing the positive response of X enterprise to the rumor crisis: awakening consumers' positive crisis emotions and the negative impact of the rumor crisis on X enterprise: awakening consumers' negative crisis emotions)were made paris,designed four different anti-rumor removal scenarios on the Weibo platform and formed corresponding scenario questionnaires.With the help of Questionnaire Stars,506 samples were randomly selected for analysis.After excluding invalid questionnaires,a total of 430 valid data were collected.Subsequently,Spss21.0 and Mplus7.4 were used to analyze the collected data to verify the experimental hypothesis.The study found:1.Under the scenario where the credibility of the anti-rumor-provoking information sources is high and positive consumer crisis emotion is used to awaken(People's Daily Weibo account release describes that X is actively responding to the anti-rumor crisis information),consumer internet interaction is more active,and consumer trust is higher.2.After the release of corporate anti-rumor information,the credibility of anti-rumor information sources has a significant positive predictive effect on consumer crisis emotions,internet interaction and consumer trust,namely high-credibility of anti-rumor information sources compared with low-credibility of anti-rumor information sources are more likely to induce positive crisis emotions,more frequent internet interactions,and higher consumer trust.At the same time,a comparative analysis of the two sub-dimensions of the credibility of the anti-rumor information sources finding revealed that the reliability has a more significant positive impact on consumer trust than professionalism.3.Consumer trust in positive crisis emotions is significantly higher than consumer trust in negative crisis emotions.And consumer crisis emotions play a part of the mediating role between the credibility of anti-rumor information sources and consumer trust,that is,the credibility of anti-rumor information sources will affect consumer crisis emotions,and then affect consumers' trust.4.Consumer internet interaction is positively affecting consumer trust,and the interpersonal interaction in internet interaction sub-dimension has a more significant impact on consumer trust than the content interaction.At the same time,consumer internet interaction plays a significant role in mediating the credibility of anti-rumor information sources and consumer trust.It can be seen that after the release of anti-rumor information,the credibility of anti-rumor information sources will also positively affect consumer internet interaction,which will have a positive impact on consumer trust.5.Consumer crisis emotions and internet interaction play multiple mediating roles between the credibility of anti-rumor information sources and consumer trust.However,the difference between consumer internet interaction induced by positive crisis emotions and consumer internet interaction induced by negative crisis emotions is not significant.That is,the type of consumer crisis emotions has no significant effect on internet interaction.Therefore,the four cannot constitute chained intermediary.According to the results,it is recommended that the enterprises on the rumor crisis public relations to adopt the following strategies: enterprise when rumors,should attach great importance to the credibility of the anti-rumor information sources,pay attention to grasp the anti-rumor information that the content of narrative point of view,in order to guide the anti-rumor information that positive crisis period consumer emotions,strengthen the internet interaction between consumers,especially the network interpersonal interaction,in order to repair the consumer trust,weaken the negative impact of enterprise crisis rumors,and then turn the crisis into opportunities.The results of this study have certain theoretical significance and practical application value,but also have the following shortcomings: first,the sample size of this study is relatively small,and the results are not representative enough;Secondly,the scenario experiment design adopts a text content scenario wake-up method that is different from the real anti-rumor scenario,and it is inevitable that there are certain errors and limitations.Third,because this study used the method of self-evaluation to fill in the situation questionnaire,there will be some common variation bias.Fourth,the research on some variables is not in-depth enough.For example,it only discusses the credibility of information sources and different types of crisis emotions,but not the other characteristics of information sources and the intensity of crisis emotions.Therefore,in the future,the investigation of corporate rumors crisis public relations will consider bigger data analysis under real crisis scenarios,combining his evaluation and self-evaluation,and analyzing the impact of rumors crisis on consumers from the perspective of researchers.At the same time,further research and refinement of variables such as corporate sources of anti-rumor information,consumer crisis emotions,internet interaction,and consumer trust,to observe whether the interaction between the four shows new changes.