基于大五人格模型的社交媒体公众用户虚假新闻应对意愿研究

Research on the Influence of Personality Traits on Users’ Intention to Combat Fake News on Social Media Platforms

为了提升公众应对社交媒体虚假新闻传播的意愿,讨论社交媒体不同人格特质用户虚假新闻应对意愿的差异和相关性。基于大五人格模型、计划行为理论、风险感知理论及前人相关研究提出若干研究假设,然后利用偏最小二乘(PLS)路径分析对模型进行验证。研究结果表明外倾性、宜人性人格特质会通过行为态度对用户在社交媒体平台应对虚假新闻的意愿产生显著的影响;宜人性、尽责性人格特质受感知风险的影响较大;最后根据结论,针对不同人格特质与其使用社交媒体平台的行为特征,提出了可操作的建议。

In order to enhance the public's willingness to combat fake news in social media,the differences and relevance of the ambitions of different personality traits of social media users are studied.Based on Five-Factor Model of Personality,the theory of planned behavior and the theory of risk perception,the study put forward the hypothesis about the intention of social media users to combat rumors,and used Partial Least Square to deal with the data collected in the questionnaire.The results show that the extroversion,agreeableness personality traits of individuals through behavioral attitude will have significant impact to the willingness of combating rumors.Agreeableness and conscientiousness are greatly affected by perceived risk.Finally,based on the conclusions,this paper put actionable suggestions for different personality traits and their behavioral characteristics using social media platforms.