So we have a ghost that, once you understand its mechanics, could never actually harm you as long as you stop doing the specific thing that allows it to advance towards you. We also have a guy who, due to paranoia as to whether or not things actually work that way, can't stop himself from compulsively doing the thing that is inviting the dangerous ghost closer to him.
Since these chapters usually mirror the overarching story itself in some way, if we take those things into consideration, plus the "face not recognized" bit at the end, we could probably assume that:
One, there actually might not be any penalty for stopping the ghost stories part way, and Yuuma has been/is being straight up lied to about it so that he keeps doing what the guy in the story does, allowing the ghost to scare him into acting against his better judgement. Yuuma himself may have recognized this by now, considering he's the one telling the story, but it could also be a subconscious belief. It could also just be an assumption on his part; it depends on whether we take the story as a direct reflection of what Yuuma believes, or as a hint specifically to the reader about what is to come (or both).
And Two, with the whole "face not recognized" tie in at the end of the story, as well as his disconcerted expression as his "mom" sings at the start of the chapter, probably a tune he's either never heard before or one that's completely out of character for her, I'd say that it's like 100% safe to say that whatever he's inviting into the world through Hina is not his real mom. That was the pretty obvious twist for a while to be fair, but it still could have gone either way until this chapter, imo