The Research On Impact Factors Of The Willingness To Participate In The Collective Behaviour Evoked By Rumors

Rumors did not seem to disappear from our side. The collective behaviour triggeredby rumors are retained in our memory in recent years,"rush to purchase Banlangen","rushto buy drinking water ","waiting for the earthquake collectively "," panic buying of salt",such as the above. The rumor itself and the collective behaviour triggered by rumorpose a threat to the order to our lives and social stability. Only prove the impact factors ofhow rumors evolved into the collective behaviour, we can lay the foundation for theprevention of the occurrence of such events.In this paper I used grounded theory and the software Nvivo8to code documentationin layers. Determined the main dimensions, such as, the characteristics of rumor,governmental factors, public factors, public willingness to participate in the collectivebehaviour, and constructed the model of impact factors of the public willingness toparticipate in the collective behaviour triggered by rumor. Developed the measuring tools,data collected by the social survey method, and used the software SPSS13.0to makestatistical analysis. At last, the hypotheses of model variables will be validated in thisarticle. And I discussed how the characteristics of rumor influence the willingness toparticipate in the collective behaviour, the relationship between the characteristics ofrumor and the willingness to participate in the collective behaviour is regulated by thestatus of the government as the source of information, and the richness of the publicscience knowledge.The empirical results show that:(1) the rumor characteristics, such as, the authorityof initial source of rumor, the spreading frequency of rumor, the persuasiveness of rumor,the consistency between rumor and collective memory have a positive impact on thepublic willingness to participate in the collective behaviour.(2) The regulating function ofthe status of the government as the source of information in the relationship between theauthority of initial source of rumor, the consistency between rumor and collective memoryand the public willingness to participate in the collective behaviour are not significant;The negative regulating function of the status of the government as the source ofinformation in the relationship between the spreading frequency of rumor, the persuasiveness of rumor and the public willingness to participate in the collectivebehaviour are significant. That the status of the government as the source of informationbetter, the positive impact of the spreading frequency of rumor, the persuasiveness ofrumor on the public willingness to partici`pate in the collective behaviour weaker. Thenegative regulating function of the richness of the public science knowledge in therelationship between the rumor characteristics and the public willingness to participate inthe collective behaviour are significant. That is, if the richness of the public scienceknowledge higher, the positive impact of the rumor characteristics on the publicwillingness to participate in the collective behaviour weaker.