The Effect of Online WOM (Word of Mouth) and Regulatory Challenge: Focusing on News Sharing in Social Media


  • Inyoung Park, Graduate Student, Department of Interaction Science, Sungkyunkwan University, Republic of Korea


  • Daeho Lee, Assistant Professor, Sung Kyun Kwan University, Republic of Korea




Mobile users are increasingly using social media sharing news contents. In response to this trend of online environmental change, SNS users are both contents readers and secondary distributors of information by easily clicking ‘sharing’ button. As social network service (SNS) raises the main channel of news distribution, rapid diffusion and spread of undefined news become serious problem.

To prevent indiscriminate spread of fake information on-line, this study assumes that 'news sharing' behavior will be different with communication channel over the internet. We prove that the effectiveness of online word-of-mouth is different when the mobile user first sees the shared article and when the mobile user views the shared article several times, and examines regulatory challenge accordingly.

Based on previous studies, we examine the effect of online word-of-mouth intentions on news-sharing behaviors and comparing moderating effects of communication channel. We also added a new variable, ‘Cost of verifying information’ to overcome the limitations of the existing model, which ignores the psychological attitudes and emotions of the individual. Methodologically, the questionnaires were served to 320 Korean adults gender equally, and analyzed using structural equation modeling (SEM).

The results of this study can contribute to verify the vicious cycle of information dissemination floating online that leads to social indifference to trustworthiness. Suggestions for future policies and limitations of the present study are addressed.

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