突发公共卫生事件网络虚假信息传播行为影响因素研究——以新冠疫情期间微博虚假信息为例

目的/意义]探究影响突发公共卫生事件网络虚假信息传播行为的因素，为有针对性地监测预警、阻断传播突发公共卫生事件网络虚假信息提供借鉴参考。方法/过程]基于S-O-R理论模型，综合考虑外部刺激因素和个体认知因素对传播者信任感知及传播行为的影响，提出相关研究假设，并利用新冠肺疫情期间微博平台的虚假信息进行验证。结果/结论]突发公共卫生事件的虚假信息质量、信息发布者影响力和事件进展对信息接收者的信息传播行为具有显著促进作用，医护人员主题、呈现积极情感的网络虚假信息更容易获得信任和传播，网络影响力高的信息接收者在虚假信息传播过程中起到辟谣作用。

Research on Influencing Factors of Network Misinformation Transmission Behaviors in Public Health Emergencies:A Case Study of Weibo Misinformation During the COVID-19

Purpose/Significance] This paper aims to explore the influencing factors of network misinformation transmission behaviors in public health emergencies, and to provide references for targeted monitoring, early warning and blocking the spread of network misinformation of public health emergencies. Method/Process] Based on S-O-R model, this paper considered the influence of external stimulus factors and individual cognitive factors on trust perception and communication behaviors of communicators. On this basis, relevant research hypotheses were put forward and verified by Weibo misinformation data during the COVID-19. Result/Conclusion] It is found that quality, publishers' influence and event development of misinformation of public health emergencies have significant positive influence on information transmission behaviors of information receivers, network misinformation related to healthcare workers and positive emotion is easier to obtain trust and transmission, and the information receivers with high network influence play a role in refuting rumors in the process of misinformation transmission.