A Study on the Configuration of Factors Influencing Health Rumor Confrontation Behavior from the Perspective of Norm Activation Model
[Purpose/significance]The aim is to explore the influencing factors and configuration effects of netizens'health rumor confrontation behavior,and provide reference basis for social media rumor governance,social risk man-agement,health information content ecology improvement.[Method/process]Based on the norm activation model,this paper constructs a model of factors influencing health rumor confrontation behavior,and uses the partial least squares structural equation model and fuzzy-set qualitative comparative analysis methods for empirical testing and configura-tion analysis.[Result/conclusion]Awareness of consequences and ascribed responsibility have a positive impact on health rumor confrontation behavior under the mediation of personal norm,and awareness of consequences has a signifi-cant positive impact on ascribed responsibility under the positive regulation of outcome efficacy,while there are four sets of configuration paths to trigger health rumor confrontation behavior:consequences-responsibility-ethics driven type,consequences-ethics-efficacy driven type,consequences-responsibility-effiicacy driven type,and responsibility-ethics-efficacy driven type.Finally,health rumor governance strategies are proposed from the perspective of netizens'behavioral optimization.
health rumorrumor confrontation behaviornetwork health informationnorm activation model
万方数据
维普
