社交媒体食品安全类辟谣信息分享意愿研究

A Study on the Willingness of Social Media to Share Anti Rumor Information on Food Safety

摘要: 当今社交媒体中食品安全类谣言泛滥，致使公众对健康信息出现认知偏差，影响了社会的安定和谐，分析社交媒体食品安全类辟谣信息分享意愿影响因素能够针对性地提出辟谣策略并达到高效辟谣效果。本文整合了S-O-R理论模型和MOA理论构建社交媒体食品安全类辟谣信息分享意愿影响因素模型，运用结构方程模型和AMOS软件验证所提假设并进行结果分析。数据分析结果显示，信息交换动机对用户积极情感的正向影响最为显著；信息交换动机对用户感知有用性有正向影响；自我效能对用户辟谣信息分享意愿的作用最微弱；感知有用性和积极情感两个中介变量中，感知有用性对用户分享辟谣信息意愿的正向影响更为显著。

Abstract: Nowadays, food safety rumors are rampant on social media, leading to cognitive biases in public health information and affecting social stability and harmony. Analyzing the factors influencing the willingness to share food safety rumors on social media can provide targeted refutation strategies and achieve efficient refutation effects. This article integrates the S-O-R theoretical model and MOA theory to construct a factor model for the willingness to share anti rumor information related to so-cial media food safety. The structural equation model and AMOS software are used to verify the proposed hypothesis and analyze the results. The data analysis results show that the motivation for information exchange has the most significant positive impact on users’ positive emotions; the motivation for information exchange has a positive impact on users’ perceived usefulness; the effect of self-efficacy on users’ willingness to refute rumors and share information is the weakest; among the two mediating variables of perceived usefulness and positive emotions, perceived usefulness has a more significant positive impact on users’ willingness to share refutation information.