Rumor recognition behavior of social media users in emergencies

Social media rumors not only affect the health of online social networks, but also reduce the quality of information accessed by its users. In the case of emergencies, the rapid spread of rumors often triggers mass anxiety and panic. This study integrates the planned behavior (TPB) and deterrence (TD) theories to study the factors affecting the rumor recognition behavior of social media users. The structural equation model (SEM) method is used to test the proposed model. Further, the interaction between various factors is analyzed to evaluate their impact on the rumor recognition behavior exhibited by social media users in emergencies. The results demonstrate that certainty and severity have significant positive effects on subjective norms. In addition, subjective norms, attitude, and perceived behavioral control all affect the rumor recognition behavior of social media users, and involvement negatively moderates the relationship between the subjective norms and attitude. Finally, insights into the formulation of rumor control strategies during emergencies are presented based on the empirical analysis. (C) 2021 China Science Publishing & Media Ltd. Publishing Services by Elsevier B.V. on behalf of KeAi Communications Co. Ltd.