A Study On The Factors Affecting The Behavior Of Spreading Online Rumors: Focusing On The Rumor Recipient's Emotions
نویسندگان
چکیده
In the past several decades, the Internet has dramatically changed the way modern society communicates. In particular, online media have altered the method by which rumors are transmitted, from hearing those rumors via word of mouth among people to seeing rumors written as online messages. As a consequence of this change, many individuals and organizations have been greatly damaged by malicious online rumors. And although the manner in which rumors are circulated has evolved in the manner described, few studies on the subject of online rumors have been conducted. In addition, no consensus on the key determinants of online rumor-spreading has been formulated because few researchers have developed solid theoretical foundations to empirically test factors in the online rumor context. Therefore, we suggest a research model based on social psychological theories such as cognitive emotion theory and dual process theory to explain the behavior of online rumorspreading as well as factors identified in literature on rumor and persuasion studies. In line with the above, our model suggests that informational and normative determinants of online rumor-spreading lead to emotions that lead to attitude and behavior of spreading rumors online.
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