| The occurrence of public health emergencies is always accompanied by the breeding and spreading of rumors.In rural areas,affected by factors such as village environment and population media literacy,rumor control is even more challenging.Some of these rumors,disguised as "official”,spread unverified or even false policy information,which not only caused panic among people and disturbed social order,but also hindered the implementation of actual policies and the smooth implementation of epidemic prevention.Since policies are formulated and issued by government departments and other official subjects,if rumors are not refuted in a timely manner and information dissemination is not in place,the image and credibility of the government will be affected,and even lead to a crisis of confidence.Therefore,this paper focuses on "policy rumor-refuting information",discusses the factors that affect the adoption and sharing of such information by rural people,and provides solutions from the audience perspective for the rumor governance work in rural areas.Based on the information adoption model,S-O-R framework,information sharing theory and other theoretical foundations,this study explores the unique influencing factors of rural population through preliminary exploratory interviews,and builds the initial conceptual model.Secondly,questionnaires were distributed to target groups through online and offline means,and a total of 515 valid questionnaires were collected.Finally,descriptive statistical analysis,reliability and validity test and path analysis were carried out to test each research hypothesis.The empirical analysis results are as follows:(1)In the difference test of demographic variables,there are significant differences in gender distribution of social interaction motivation and information sharing intention,significant differences in age distribution of information quality,self-expression motivation and social interaction motivation,and significant differences in education distribution of information quality and information source credibility.Social interaction motivation and relationship strength motivation have significant differences in occupational distribution.(2)Among the factors influencing the adoption intention of policy rumour-refuting information,information quality,information source credibility and information usefulness all play a direct positive effect,and information usefulness plays a partial intermediary role between information quality,information source credibility and information adoption;(3)Among the factors influencing the willingness to share policy rumor-breaking information,information quality,source credibility,social interaction motivation and willingness to adopt rumor-breaking information all have direct positive effects,while altruism motivation and relationship strength motivation have indirect positive effects on the willingness to share information.Pleasure plays a complete mediating role between altruistic motivation,relationship strength motivation and information sharing intention.Based on the results of exploratory interviews and empirical tests,this study puts forward the following suggestions from the aspects of improving the quality of information,making good use of highly reliable sources,and strengthening the interaction and communication among rural people:Relevant departments should strengthen the monitoring of rumors,timely refuting rumors,and shorten the response time of refuting rumors;Improve the usefulness of policy rumors information,close to the people’s lives;To enhance the simplicity of policy rumors information,the presentation of rich and easy to read;Give full play to the propaganda function of the big and small speakers to strengthen the interpretation and response to the policy;Give play to the role of village cadres’ opinion leaders to improve their social activity in wechat grid groups;We should pay attention to intergenerational feeding in families and improve the ability of information screening among the elderly in rural areas. |
