[Purpose/significance] During public health emergencies, online rumors have serious negative effects and disturb social order. This paper takes the rumors during the COVID-19 as an example to explore the factors that influence the rumor refutation effectiveness, and provide references for rumor refutation in the face of public health emergencies, so as to improve the rumor refutation effectiveness and avoid social risks.[Method/process] In order to explore the factors influencing rumor refutation effectiveness in public health emergencies, this paper adopted the grounded theory, used NVivo 12.0 software to code. In the end, 22 initial concepts, 12 categories and 6 main categories were obtained. On this basis, the interpreting structural model method and MATLAB were used to analyze the relationship between various influencing factors.[Result/conclusion] In this study, based on the coding results, the influential factors of rumor refutation effectiveness are summarized and integrated into three layers, namely subject, information and channel. According to these influential factors, the SIC model analysis framework of the influential factors of rumor refutation effectiveness is constructed to analyze the relationship between the main categories and rumor refutation effectiveness, and the hierarchical structure model of influencing factors of rumor refutation effectiveness is constructed.
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