The COVID-19 outbreak triggered a massive spread of unverified news on social media and has become a source of rumors. This paper studies the impact of a virtual rumor control center (RCC) on Weibo user behavior. The collected COVID-19 breaking news stories were divided into positive, negative, and neutral categories, while the moderating effect model was used to analyze the influence of anti-rumor on user behavior (forwarding, liking, and commenting). Our research found that rumor refuting does not directly affect user behavior but does have an indirect moderating effect. Rumor refuting has a profound impact on user forwarding behavior in cases of positive and negative news. Specifically, when the epidemic becomes more serious, the role of rumor refuting becomes critical, and vice versa. Refuting rumors reduces user willingness to forward positive or negative news, with more impact on negative news. Time lag analysis shows a significant moderation of unverified news within 72 h of refuting rumors but indicated an apparent weakening trend over time. Furthermore, we discovered non-linear feature and counter-cyclical phenomena in the moderating effect of rumor refutation.
Keywords: COVID-19; Weibo; behavior; rumor control; social network.
Copyright © 2022 Lu, Sun, Chen, Wang and Tan.