Intention of health experts to counter health misinformation in social media: Effects of perceived threat to online users, correction efficacy, and self-affirmation.

Our study analyzes the intention of Chinese health experts (health professionals and medical students) to correct health misinformation in social media. In an experimental 2 × 2 × 2 between-subjects factorial design ( n  = 415), we manipulated the experts' perception of the threat that health misinformation poses for online users, their self-efficacy with respect to correcting misinformation, and their self-affirmation. To select the potential influence factors, we draw on self-affirmation theory and the extended parallel process model. Results of our experiment revealed that correction intention increases if experts perceive the threat for online users as severe, believe that they are capable of countering the impact of misinformation, and have a high motivation to maintain a positive self-image of caring for others. We discuss the consequences of our findings for motivating experts to help reduce the adverse effects of health misinformation in social media.