Spreading Online Rumors : The Effects of Negative and Positive Emotions

• Published in: Asia Pacific Journal of Information Systems Vol. 30; no. 1; pp. 1 - 20
• Main Authors: Kim, Jong-Hyun, Bock, Gee-Woo, Sabherwal, Rajiv, Kim, Han-Min
• Format: Journal Article
• Language: English
• Published: 한국경영정보학회 31.03.2020
• Subjects: 경영학; Perceived Credibility; Prior Positive Attitude toward the Object; Issue Involvement; Online Rumors; Emotions; Cognitive Emotion Theory
• ISSN: 2288-5404; 2288-6818
• DOI: 10.14329/apjis.2020.30.1.1

Malicious rumors often emerge online. However, few studies have examined why people spread online rumors. Recognizing that spreading online rumors is not only rational, but also emotional, this paper provides insights into the behavior of online rumor spreading using the cognitive emotion theory. The results show that perceived credibility of online rumors enhances both positive and negative emotions. However, positive emotions affect neither attitude nor behavior, whereas negative emotions affect both aspects of the spreading of online rumors. The results also indicate that prior positive attitude toward object influences negative emotions. Issues involvement moderates the relationship between attitude and behavior.