Research on Influencing Factors for Rumor Refutation Effects Based on Multiple Linear Regression

With emergency events as the research background, combined with the theories related to mass communication, the regression model of influencing factors for rumor refutation effects in emergencies is established. Data is collected through questionnaire and SPSS software is used for reliability test, validity test, regression analysis and moderating effect test, through which the research conclusion is drawn. The research results show that the source credibility and two-sided suggestibility of rumor refutation information have a significant positive impact on the rumor refutation effect. The source credibility has a significant adjusting effect on the positive effect of the two-sided suggestibility on rumor refutation. With the increasing attention of the public to emergencies, the positive self-awareness of the public and the agenda setting of social media have a positive impact on improvement of rumor refutation effect. Based on the aforementioned conclusions, corresponding strategies and suggestions are proposed. The research results can provide certain theoretical evidence for formulation of rumor refutation measures by relevant authorities.