本文从美国传播学者提出的“葡萄藤”这个专业术语入手,详细阐述常见的“葡萄藤”传谣模式。在现有研究基础上,从以下四个方面分析了这种网络谣言传播模式产生的原因:公众的关注度;网民的轻信;互联网传播的便捷性;小道消息的传播渠道。同时,本文还分析了网络谣言在传播模式与传统环境中传播的不同特点。 This article starts with the term “vines” put forward by American communication scholars and elaborates on the common “vines” model. On the basis of the existing research, this paper analyzes the causes of such network rumor transmission mode from the following four aspects: the public concern, the credulity of netizens, the convenience of internet communication and the channel of dissemination of gossip. At the same time, this article also analyzes the different characteristics of the network rumor spread in the mode of transmission and the traditional environment.