Research On The Influencing Factors Of Social Media Rumor Refutation Information Users’ Forwarding Behavior

According to the《51st China Internet Development Report》,as of December 2022,the number of Internet users in China was 1.067 billion,with an Internet penetration rate of 75.6%,including 99.8%of mobile Internet users.The number of users using instant messaging functions(QQ,WeChat,Momo,etc.)reached 1.038 billion,with a high overlap between Internet users and social media users.With the continuous expansion of the scale of Internet users,the continuous improvement of public discourse rights,and the rapid development of social media,users can broaden the dissemination channels of information and increase the exposure and dissemination of information by simply forwarding.However,it is difficult to distinguish the authenticity of information on the Internet,which makes the authenticity of information forwarded by users mixed,and social networks are gradually becoming fertile ground for rumors.In order to address the spread of rumors,civil forces,Internet companies,and the government have all taken action against it.Therefore,it is necessary to conduct in-depth analysis and discussion on the factors affecting the forwarding of rumor refutation information by social media users,in order to weaken the negative impact of rumors and achieve a strong fight against them.This study is based on the SOR theoretical model,using social interaction and information characteristics as stimulating factors(S),using users’ social media involvement,individual emotions,and perceived value as organic factors(O),and forwarding willingness and forwarding behavior as response factors(R).It constructs and validates a model of influencing factors for social media rumor rejection information users’ forwarding.The research uses a questionnaire survey method to collect data,and uses SPSS and AMOS tools to conduct descriptive statistical analysis,reliability analysis,validity analysis,path testing,and other analysis processes on the questionnaire data.It determines the influencing factor model of social media rumor rejection information user forwarding,and proposes suggestions to promote social media rumor rejection information user forwarding behavior from the perspective of rumor rejection subjects,rumor rejection information,and social media platforms.The study found that the forwarding behavior of social media users’ anti rumor information is influenced by individual emotions,perceived value,and forwarding intention,with forwarding intention having the greatest impact on users’ forwarding behavior,followed by perceived value and individual emotions;The influence of social media involvement on forwarding intention and forwarding behavior is not significant.Social interaction and information characteristics can indirectly affect users’ willingness and behavior to forward rumor refuting information through their perceived value;Information characteristics also indirectly affect users’ willingness and behavior to forward rumor refuting information through individual emotions.This study enriches the research results on the forwarding behavior of rumor refuting information,provides suggestions on how to improve the forwarding volume of rumor refuting information in the network era,and provides a certain reference role for subsequent research.