Analysis of User Verification Behavior Towards Misinformation in Social Media

Öz

The rise of social media in the consumption of information and news has led to concerns about the accuracy of the information. For this reason, the problem of misinformation, has become a subject that needs to be investigated. In this study, verification behaviors for false or suspicious information in social media were examined. The model proposed within the framework of the Elaboration Likelihood Model and the Theory of Planned Behavior were analyzed by Structural Equation Modeling. As a result of the analysis, hypotheses regarding the effect of systematic information processing and information quality factors, which are the central route, on attitude were accepted. While the hypotheses developed for the effect of source credibility and message interaction level, which are determined as peripheral route, on attitude were accepted, the other peripheral factor, homophily hypothesis, was rejected. In addition, it was found that there was a positive relationship between attitude and perceived behavioral control and verification intention, while subjective norms had no effect on intention.

Anahtar Kelimeler

• Social media
• Misinformation
• Verification behavior
• Elaboration Likelihood Model
• Theory of Planned Behavior

Sosyal Medyadaki Yanlış Bilgiye Yönelik Kullanıcı Doğrulama Davranışlarının İncelenmesi

Öz

Sosyal medyanın bilgi ve haber tüketiminde ilk sıralara yükselmesi, bu ortamda yer alan bilginin doğruluğu konusunda endişelere yol açmıştır. Bu nedenle hem bireysel hem de toplumsal bağlamda etkileri görülmeye başlanan yanlış bilgi problemi, araştırılması gereken bir konu haline gelmiştir. Bu çalışmada sosyal medyadaki yanlış veya şüpheli bilgilere yönelik doğrulama davranışları incelenmiştir. Araştırmada, Ayrıntılandırma Olasılığı Modeli ve Planlı Davranış Teorisi çerçevesinde oluşturulan model ile doğruluk kontrol davranışını etkileyen faktörler, Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Analiz sonucunda merkezi yollar olan sistematik bilgi işleme ve bilgi kalitesi faktörlerinin tutum üzerindeki etkisine yönelik hipotezler kabul edilmiştir. Çevresel faktör olarak belirlenen kaynak güvenilirliği ve mesaj etkileşim düzeyinin tutum üzerindeki etkisine yönelik geliştirilen hipotezler kabul edilirken, diğer çevresel faktör olan homofilinin tutum üzerindeki etkisine yönelik hipotez ise reddedilmiştir. Ayrıca, tutum ve algılanan davranışsal kontrol ile doğrulama niyeti arasında olumlu bir ilişki varken, öznel normların niyet üzerinde bir etkisi olmadığı saptanmıştır.

Anahtar Kelimeler

• Sosyal medya
• Yanlış bilgi
• Doğrulama davranışı
• Ayrıntılandırma Olasılığı Modeli
• Planlı Davranış Teorisi

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