Analysis of User Verification Behavior Towards Misinformation in Social Media

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.