网络意见领袖的分化与草根精英的崛起——基于网络游戏论坛的理论与实证检验
发布时间：2018-09-04 21:01
【摘要】：网络论坛管理者在如何调动网民参与热情方面进行了不断地探索和尝试,影响论坛用户参与行为的因素以及意见领袖的作用值得进一步探究。该研究根据网络游戏公司官方论坛数据,运用信息传播过程的分析框架,采用分位数回归模型研究影响网络论坛用户参与行为的因素。研究发现,意见领袖经官方公布后会使网络论坛用户参与行为发生变化,意见领袖的作用由强变弱,网民心态的复杂性加速了意见领袖的分化;来自于普通网民的"草根精英"通过不断提升等级地位发挥着网民从"看帖到回帖"过程的中介作用;基于内容的共同意义空间、帖子从发出到第一条回复的时间差等因素非对称性地影响论坛用户参与行为。该研究的理论和实证结果为虚拟网络社区中的用户参与行为提出了新的研究情境,对于网络论坛管理者和传播者具有一定的理论与实践参考价值。
[Abstract]:The online forum managers have made continuous exploration and attempt on how to mobilize the enthusiasm of netizens to participate in the forum. The factors that affect the participation behavior of forum users and the role of opinion leaders are worthy of further exploration. Based on the official forum data of online game companies and the analytical framework of information dissemination process, the factors influencing the participation behavior of online forum users were studied by quantile regression model. It is found that opinion leaders will change their participation behavior after being officially announced, the role of opinion leaders will change from strong to weak, and the complexity of Internet users' mentality will accelerate the differentiation of opinion leaders. The "grassroots elite" from ordinary Internet users plays an intermediary role in the process of Internet users from "viewing posts to responding to posts" by constantly upgrading their status; based on the common meaning space of content, The time difference between the post and the first reply has an asymmetric effect on the participation behavior of forum users. The theoretical and empirical results of this study provide a new research context for user participation behavior in virtual network community, and have a certain theoretical and practical reference value for network forum managers and communicators.
【作者单位】： 上海财经大学国际工商管理学院;
【分类号】：C913.4
[Abstract]:The online forum managers have made continuous exploration and attempt on how to mobilize the enthusiasm of netizens to participate in the forum. The factors that affect the participation behavior of forum users and the role of opinion leaders are worthy of further exploration. Based on the official forum data of online game companies and the analytical framework of information dissemination process, the factors influencing the participation behavior of online forum users were studied by quantile regression model. It is found that opinion leaders will change their participation behavior after being officially announced, the role of opinion leaders will change from strong to weak, and the complexity of Internet users' mentality will accelerate the differentiation of opinion leaders. The "grassroots elite" from ordinary Internet users plays an intermediary role in the process of Internet users from "viewing posts to responding to posts" by constantly upgrading their status; based on the common meaning space of content, The time difference between the post and the first reply has an asymmetric effect on the participation behavior of forum users. The theoretical and empirical results of this study provide a new research context for user participation behavior in virtual network community, and have a certain theoretical and practical reference value for network forum managers and communicators.
【作者单位】： 上海财经大学国际工商管理学院;
【分类号】：C913.4
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