인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
This study examined how the attributes of rumors on social networking service (SNS) influence the attitudes of recipients and their intentions to share those rumors. It also explored the mediating role of attitudes between SNS rumor attributes and sharing intention. A survey was conducted with consumers in their 20s and 30s who use SNS and are aware of rumors about fashion companies and brands circulating on these platforms. The findings categorized SNS rumor attributes into six dimensions: purity, falsity, ambiguity, vividness, exaggeration, and interest. These attributes significantly impacted the attitudes and sharing intentions of recipients. Notably, the purity of a rumor had a positive effect on both the attitudes and sharing intentions of recipients, whereas ambiguity had a negative effect. Additionally, the vividness of a rumor positively influenced cognitive attitudes, while falsity and interest enhanced emotional attitudes and sharing intentions. Moreover, both cognitive and emotional attitudes of rumor recipients positively affected their intention to share. The study also found that cognitive and emotional attitudes mediated the relationship between purity and ambiguity of rumor attributes and sharing intention. These results offer strategic insights for addressing rumor crises by identifying the attributes of SNS rumors that may lead to irrational group behavior in the fashion industry.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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