Can We Stop the Spread of False Information on Vaccination? How Online Comments on Vaccination News Affect Readers’ Credibility Assessments and Sharing Behaviors

Abstract

This study used a 2 (type of news: fake vs. real) × 2 (presence of negative user comments: yes vs. no) × 2 (presence of positive user comments: yes vs. no) between-subjects experimental design to examine the differences in perceived news credibility and sharing intention between fake news and real news on vaccination. Fake news was found to generate a lower level of perceived credibility than real news, which subsequently decreased news sharing intention. Furthermore, negative user comments significantly lowered perceived news credibility, and this was especially true for real news. However, this adverse effect was found to be mitigated by the presence of positive user comments. The experimental results have important theoretical and practical implications for future research on fake news about health and science.