【Purpose/significance】To explore the factors of users sharing misinformation in the new communication information ecology

of social media, so as to offer guidance on how to govern misinformation dissemination.【Method/process】This study focuses on the pro⁃cess of misinformation sharing, which is divided into two stages: believing and forwarding. From the perspective of information ecology,we constructed a model to investigate the factors that influence users' believing and forwarding behavior towards misinformation. A situational questionnaire survey was designed with 753 valid participants, and the model was accessed using PLS-SEM, discussing possible mediating and moderating effects.【Result/conclusion】The results indicate that misinformation believing behavior plays a full mediating role and a partial mediating role respectively in the impact of information quality and source credibility on misinformation forwarding behavior. Risk perception moderates the impact of information factors on misinformation believing behavior, and also mod⁃erate the full mediation effect of information quality on misinformation forwarding paths. Self-efficacy, reciprocity and selfdetermination are the main factors affecting misinformation forwarding, but there may be other moderating mechanisms in the direction of the influence of self-determination on misinformation forwarding.【

Innovation/limitation】This study systematically sorts out the mis⁃information sharing mechanism and related influencing factors from the perspective of information ecology and behavioral chain. In the future, it will be combined with experimental inference to further explore the causal relationship between variables.