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| Factors Influencing Users Intention to Share Online Health Rumors Based on the MOA Model |
| Song Xiaokang1, Zhao Yuxiang2, Song Shijie3, Zhu Qinghua3 |
1.School of Management and Engineering, Nanjing University, Nanjing 210093
2.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094
3.School of Information Management, Nanjing University, Nanjing 210023 |
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Abstract Health rumors are a widespread phenomenon in social media. This paper explores users intention to share online health rumors based on the Motivation-Opportunity-Ability (MOA) model, focusing specifically on the impact of motivation-, opportunity-, and ability-related factors on individuals’ intention to share online health rumors. Three proxy variables were used to measure the MOA framework, namely health consciousness, time cost, and health literacy. A research model was proposed and three hypotheses presented. Eight health rumors were selected in three steps. A total of 252 participants were recruited for online scenario experiments, resulting in 2016 data threads. Five multiple linear regression models were used to test the study s hypotheses. The results showed that participants had higher sharing intention toward cancer rumors than dietary rumors. Men had lower sharing intentions toward online health rumors than women. Older people had higher sharing intentions. Health consciousness and time cost had a positive positive effect on sharing intention, and health literacy had a negative effect. This study contributes to the literature on sharing of health rumors and yields some practical implications for intervention against the spread of health rumors.
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Received: 24 May 2019
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