The Effect of SNS Rumor Attributes on Rumor Recipients' Attitude and Sharing Intention

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.