社交媒体用户虚假信息从众传播行为影响模型实证研究

Empirical Research on the Influence Model of Social Media Users'False Information Conformity Spreading Behavior

[目的/意义]社交媒体环境中容易出现虚假信息从众传播的现象,从而造成网络舆情,带来严重的社会危害。文章旨在探讨社交媒体用户虚假信息从众传播行为的影响因素与作用路径,并构建影响模型。这一研究可为减少社交媒体用户的盲目从众行为、确定社交媒体平台的管控方向提供帮助。[方法/过程]以从众理论为基础,从群体因素、个体因素、情境因素3个方面构建社交媒体用户虚假信息从众传播行为影响模型,并设计具体的测量量表。基于362份有效问卷,运用SPSS23.0和AMOS26.0分别进行数据分析和模型验证。[结果/结论]群体因素对虚假信息从众传播行为的影响作用最大,远高于个体因素和情境因素,且群体凝聚力是关键核心影响因素;个体因素中,用户卷入度和相关知识经验正向显著影响个体声誉,进而正向显著影响虚假信息从众传播行为,且用户卷入度的影响作用更大;情境因素中,信息热度正向显著影响情境模糊性,进而负向影响用户从众传播行为,影响作用最小,说明社交媒体用户对待不确定信息的理性态度。根据以上结论,文章提出了营造良好群体氛围、加强对认证账号的管理与引导、重点关注与公众生活息息相关的事件信息、加大虚假信息传播的处罚力度、加强信息素养教育等对策与建议。

[Purpose/significance]In the social media environment,false information is easy to spread from the public,resulting in network public opinion and serious social harm.The purpose of this study is to explore the influencing fac⁃tors and paths of social media users’false information conformity dissemination behavior,and to construct an influence model.This study can help reduce the blind conformity of social media users and determine the direction of social me⁃dia platform control.[Method/process]Based on conformity theory,this paper constructs the influence model of social media users’false information conformity behavior from three aspects of group factors,individual factors and situation⁃al factors,and designs specific measurement scales.Based on 362 valid questionnaires,SPSS23.0 and AMOS26.0 were used for data analysis and model validation.[Result/conclusion]Group factors have the greatest influence on the con⁃formity dissemination behavior of false information,much higher than individual factors and situational factors,and group cohesion is the key core influencing factor.Among individual factors,user involvement and related knowledge ex⁃perience positively influence individual reputation,and then positively influence false information dissemination behav⁃ior,and the influence of user involvement is greater.Among situational factors,information heat positively affects situa⁃tional ambiguity,and then negatively affects users’conformity dissemination behavior,with the smallest effect,indicat⁃ing that social media users have a rational attitude towards uncertain information.Based on the above conclusions,this paper proposes to create a good group atmosphere,strengthen the management and guidance of certification accounts,focus on event information closely related to public life,and increase penalties for false information dissemination.