意见领袖的识别偏差及影响因素研究——基于量表-社会网方法比较视角

发布时间：2018-06-15 03:08

本文选题：意见领袖量表 + 社会网中心度　；参考：《现代传播(中国传媒大学学报)》2015年11期

【摘要】：意见领袖在传播学、营销学、心理学等领域的应用得到越来越多的重视,对于意见领袖的测量,目前主要采用的是自我报告法量表和社会网中心度两种方法,相关研究表明,两种方法测量结果之间存在偏差。因此,本文从议题和关系两方面因素入手开展研究设计,探析偏差成因。结果表明,自我报告法的测量量表在强关系和专业议题情况下,二者识别偏差相对最小;但在一般议题下,无论关系程度如何,二者识别偏差相对较大。考虑到社会网中心度测量结果更为客观真实,因此,二者识别偏差相对较小情况下,即强关系和专业议题条件并存时,自我报告法量表结果更加准确真实,适用性更强。
[Abstract]:The application of opinion leaders in the fields of communication, marketing, psychology and so on has been paid more and more attention to. For the measurement of opinion leaders, the main methods are self-reporting scale and social network centrality. There is a deviation between the two methods. Therefore, this paper carries out research and design from two aspects of issues and relations, and analyzes the causes of deviation. The results showed that the self-report measurement scale had the smallest recognition deviation in the case of strong relationship and professional issues, but under general issues, the recognition deviation was relatively large regardless of the degree of relationship. Considering that the measurement results of social network centrality are more objective and true, the results of self-reporting method are more accurate and more applicable when the discrimination deviation between them is relatively small, that is, when the strong relationship and professional subject conditions coexist, the results of the self-reporting method are more accurate and true.
【作者单位】：天津财经大学商学院;
【基金】：教育部人文社会科学研究基金青年项目“当前我国网络舆论中意见领袖形成机制研究”(项目编号:12YJC860007) 国家旅游局科研面上项目“旅游目的地新媒体营销中负面偏差形成及引导机制研究”(项目编号:14TABG014)的研究成果
【分类号】：G206

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