Studies explore a rumor need what content characteristics to spread in the residents by gathering residents’ cognition of content characteristics of all kinds of rumors and rumor activity data in Beijing，through these content characteristics to identify the object of rumor management.Study found：First of all，residents’ cognitions of livelihood，popularity of figures，popularity of source and altruism in a rumor are significant predictors to intention of spread the rumor.Secondly，residents’ cognitions of leadership level and self-interest in a rumor are significant predictors to spreading the rumor or not.Thirdly，residents’ cognitions of funny，leadership level，pornography，profession，popularity of source，officer-hostile，discrimination，difficulty of confirm，profession of deny，popularity of figures，disgust，instruction，altruism in a rumor are significant predictors of awareness rate of the rumor .Finally，residents’ cognitions of popularity of subjects，value，risk，sensibility are significant predictors of rumor activity.