Understanding the Motivations Behind Knowingly Spreading Rumors on Social Media Using Q Methodology

“Knowingly spreading rumors” has become an increasingly prevalent and seriously damaging phenomenon, yet existing research failed to provide enough theoretical explanations and empirical investigations of this issue. To bridge this research gap, this study utilizes the Q-methodology, which combines qualitative and quantitative approaches, to comprehensively explore the underlying core motivations and individual differences among social media users who knowingly spread rumors. By collecting, screening, and validating statements that encompass various reasons for knowingly spreading rumors on social media, we constructed a Q-set consisting of 44 statements. Subsequently, we invited 275 P-samples (in Q-methodology research, “P-samples” refer to the participants) to perform Q-sorting. Through factor analysis, we identified four types of motivations for knowingly spreading rumors on social media: Personal Involvement Type, Social Status Seeking Type, Entertainment Value Enhancement Type, and Uncertainty Reduction Type. Furthermore, our exploration delved into the unique relationships between these motivation types and demographic variables. The findings of this study not only broaden the boundaries of research within the realm of rumor spreading but also inspire further scholarly investigations into this under-examined behavior. This study also offers practical guidance for social media platforms, debunking organizations, and educational institutions, empowering them to develop effective strategies for preventing and intervening in the knowingly spread of rumors.