社会媒体中情绪因素对用户转发行为影响的实证研究——以新浪微博为例

发布时间：2018-03-27 13:25

本文选题：社会媒体　切入点：情绪　出处：《现代情报》2014年11期

【摘要】：为了研究微博中情绪因素对用户转发行为的影响,构建了情绪因素对转发行为影响的假设,并建立了相关的回归方程,最后以"马航飞机失踪"和"李某某案件"两个微博热门话题作为研究样本集,利用负二项回归分析进行了假设检验,结果表明:相比于中立性的微博,带有情绪色彩的微博更容易得到转发和传播,并且情绪对于微博的转发数量和转发速度都有积极的影响。
[Abstract]:In order to study the influence of emotional factors on user's forwarding behavior in Weibo, the hypothesis of the influence of emotional factors on forwarding behavior was constructed, and the relevant regression equation was established. In the end, two hot topics of Weibo, "missing Malaysia Airlines" and "Li Xuemou case", are taken as the sample set, and the hypothesis test is carried out by using negative binomial regression analysis. The results show that compared with the neutral Weibo, Weibo with emotional color is easier to forward and spread, and emotions have a positive impact on the quantity and speed of the retweets of Weibo.
【作者单位】：上海工程技术大学管理学院;
【基金】：国家社会科学基金项目“非常规突发事件中社会化媒体不实信息的群体干预模式研究”(项目编号:14BTQ026)
【分类号】：TP393.092

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