网络社区中商业谣言的传播研究——以汽车之家网站上朗逸汽车的谣言为例

本研究通过对汽车之家网站上一则朗逸汽车的谣言进行内容分析，发现：相对于口传谣言，网络谣言较易溯源，且转贴过程中变动较小；网络谣言貌似客观，暗藏态度倾向；网络谣言发布者可精心选择传播环境；网络谣言的回贴者态度倾向于不信任或审慎，利益相关的回贴者更倾向于不相信谣言；网络社区谣言的传播过程具有可断裂性，高潮出现在末尾；网络社区谣言的传播一开始就有“钝化”现象，但钝化过程较慢；网络受众的批判能力强，随时间推移，斗争性增强；国内商业领域“网黑”和“网托”的现象很严重，需要各方努力共建健康的市场竞争环境．文中提出了一些切实可行的建议。

This paper analyzes the communication process of LangYi car rumor on the autohome website. Relative to face- to-face rumors, rumors in cyberspace have many new characteristics. Compared to face-to-face rumor, it is easier to find the origin of rumors in eyberspace, and their texts seldom change. While seeming objective, rumors in cyberspace actually have implicit attitude. The rumormonger can select the community in cyberspace. The repliers in cyber community are inclined to be distrustful or cautious to the rumor. The interaction process of rumors may cease for a while and then revive, and brings to a climax at the end. Rumors in cyberspaee passivate from the beginning, but the passivation process is very slow. Netizens are quite critical, and they become more and more argumentative as time goes by. Since interact eapper and hacker are so common in China, to build a better business world in cyberspaoe, this paper suggests some solutions.