Users' unverified information-sharing behavior on social media: The role of reasoned and social reactive pathways.

Unverified or false information spread by irresponsible users can amplify the dissemination of fake news or misinformation. This phenomenon may not only undermine the credibility of social media platforms but also pose severe consequences for individuals and society. This study applies and extends the prototypical willingness model with the aim of comprehending the reasons, and decision-making process driving users' unverified information-sharing behavior a reasoned and intended pathway or an impulsive and unconscious one. Data from a sample of 646 users were analyzed using Structural Equation Modeling to assess the determinative effect of both the reasoned pathway (attitude toward unverified information-sharing, subjective norm, and perceived behavioral control) and the social-reaction pathway (prototype favorability and similarity). Findings highlight the substantial role of the social-reaction pathway in forecasting users' unverified information-sharing behavior, with prototype similarity and attitude being the dominant predictors. Meanwhile, components of the reasoned pathway, specifically perceived behavior control, and attitude, also exhibited significant contributions toward predicting the behavior. In summary, while a deliberate, reasoned process has some influence, the sharing of unverified information on social media by users is primarily an intuitive, spontaneous response to specific online circumstances. This study therefore offers valuable insights that could aid relevant stakeholders in effectively regulating the spread of misinformation. Against this backdrop, highlighting potential risks associated with sharing unverified information and the negative portrayal of users propagating misinformation may contribute to the development of a more critical perspective toward online information sharing by users themselves.