Driving Factors of Willingness to Share Rumor-Defying Short Videos from a Commitment Theory Perspective
Short video platforms have become a core channel for the public to access and utilize health information.With the continuous circulation of coronavirus-like viruses in recent years,epidemic-related rumors are spread through short video platforms and widely adopted by users.Therefore,analyzing the driving factors of the willingness to share rumor-dispelling short videos is helpful for public participation in rumor governance and deepening the governance of the network ecosystem.Using the survey method,321 valid questionnaire respondents from different age groups were collected.Constructs such as emotional commitment,continuous commitment,and normative commitment are contextualized under the short video platform based on commitment theory to explore the antecedents of emotional commitment,continuous commitment,and normative commitment and their influence on the willingness to share rumor-defying short videos.The results show that social group recognition and platform involvement significantly positively influence emotional commitment;time cost and social network image significantly positively influence continuous commitment;collectivism and altruism have a significant positive impact on normative commitment;emotional commitment and normative commitment significantly positively influence the willingness to share rumor-debunking short videos,while the effect of continuous commitment is insignificant.
commitment theoryshort videocounter-rumor informationsharing behaviorepidemic-related information
NETL
NSTL
万方数据
