Why share debunking information? Investigating the relationship between motivation, sharing behavior, gratification, and continuous sharing intentions

Abstract

The widespread dissemination of debunking information is essential for effectively controlling rumors. This study integrates the uses and gratifications theory with media system dependency theory and employs two survey studies to examine the complex relationships among social media usage motivations, willingness to share debunking information, gratification, and continued sharing intentions. The findings indicate that, in the context of debunking information sharing, motivations related to self-expression, altruism, and entertainment are significant within the three-goal categories of understanding, orientation, and play in individuals’ media system dependencies. Users with stronger motivations in these areas are more inclined to share debunking information. Additionally, the willingness to share debunking information positively influences users’ gratification, with this effect being more pronounced when the audience size is larger. Furthermore, higher gratification derived from sharing debunking information strengthens users’ continued intention to share. However, habitual sharing weakens this relationship. These findings contribute to a deeper understanding of social media users’ debunking information-sharing behaviors from the perspective of information recipients. The study also provides actionable strategies for practitioners to enhance the effectiveness of debunking information dissemination.