认知鸿沟视角下的网络谣言传播影响因素研究 ——以台湾洪仲丘事件为例

从认知心理角度,以平衡理论、一致性理论与认知失调理论为基础,延伸出认知鸿沟概念,探讨虚拟世界中的网络谣言传播,分析中国台湾地区网民对于2013年发生的重大社会事件洪仲丘命案,检视认知鸿沟、信任态度、误信谣言到再传递的过程。透过量化问卷调查进行实证,分析604份有效问卷。结果显示:当产生的认知鸿沟越大时,民众会越相信谣言,在态度上也越不会信任中国台湾军方与地区行政当局,在行为上也越倾向于将讯息再次传递出去。此外,从模型结构中也发现,相信谣言这个变量,在认知鸿沟与网络传播的路径间扮演重要的中介变量角色,显示认知鸿沟不仅会对讯息传递产生直接效果,还会通过误信谣言造成间接效果,然而,这种显著的中介角色在军政信任变量上却未发现。

Influence of Online Rumor Circulating from Cognitive Gap Perspective: The Case of Hung Chung-Chiu in Taiwan

Based on the conception of cognitive gap inducting from balance theory,congruity theory,and the theory of cognitive dissonance,the study exams how the Internet rumors spread on the virtual world through the great social event of Hung Chung-Chiu Case in 2013 Taiwan,by investigating the relationships between cognitive gap,trust attitude,rumor believing,and retransmitting behavior. By way of applying an empirical questionnaire survey with 604 respondents,the results showed that the larger peoples'' cognitive gap is,the more they distrust in the military as well as the government,the easier they believe rumors,and in turn the more they will spread misinformation online. Besides,cognitive gap has not only a direct effect,but also an indirect effect via rumor believing and,in turn,retransmitting behavior. This finding reveals that rumor believing plays an important and significant mediating role with respect to peoples'' cognitive gap. However,such a crucial mediator role is not discovered on the trust attitude toward military and government.