| Microblog has attracted hundreds of millions of users with its unique "social&media"model.Huge microblog-users population,convenient message publish style and the special information fission mode make mircoblog become an important birthplace of public opinion.Public opinion propagation in microblog is primarily driven by active participation of users primarily,so research on the characteristics and regular patterns of participation behavior in public opinion diffusion is worthy to be done.This paper analyzed the characteristics of component elements in microblog public opinion diffusion firstly,and constructed a theoretical framework for the participation behavior in public opinion diffusion,then made a systematic study on users' publish,repost and comment behavior respectively base on the theoretical framework.The research content mainly includes five parts as following:(1)The elements of public opinion propagation in microblog include users,public opinion,user's relationship network and the network of public opinion diffusion.First of all,this part mainly studies on the distribution of sex ratio,age groups,number of followers,number of friends and statues parameters of microblog-users;Secondly,summarizes the spreadfeatures of public opinion in microblog;Then,explores the structure of network and the features of role and position in relationship network and public opinion dissemination network,indicators of detailed analysis include density of network,degree of node,team,structural equivalent,structural holes and betweenness centrality.(2)This part focus on the publish behavior of public opinion diffusion in microblog.First,the section analysis the specific performance characteristics of the publish behavior.On the basis of the theories about Technology Acceptance Model,involvement and motivation,constructs an effect theoretical model for the publish behavior,which involves three aspects of microblog-user,public opinion event and the microblog platform.Then questionnaire survey and structural equation method are used to examine the constructed model and find the significant factors affecting users' publish behavior.Referring to the interest-driven model,a model of users' publish behavior in public opinion diffusion in microblog is proposed based on event attention degree,users' motivation and habits.The simulation results show that the model is effective.(3)The section mainly researches on the repost behavior of public opinion diffusion in microblog.It builds an influence factors model for the repost behavior which considers source,microblog-user,public opinion event and the microblog platform based on the characteristics analysis of the repost behavior.Then it finds out significant influence factors through an empirical research.Moreover,it put forward a diffusion model of public opinion in microlog based on repost behavior according to the principles of information dissemination in infectious disease dynamics,and does a simulation experiment for the model.(4)This part is a systematic study on the comment behavior of public opinion dissemination in microblog.Comment is like a collision and confrontation of viewpoint.It proposes an effects theoretical model for the comment behavior which contains 9 factors in four aspects as following:source,microblog-user,public opinion event and the microblog platform.After that,finds out significant influence factors via questionnaire survey.Then,puts forward a model for the comment of public opinion dissemination in microblog which considering message influence power,comment involved,source comment preference,the match degree of event and preference events,the simulation result shows that the model has a good explanatory power.(5)Summarizes the characteristics and laws of participation behavior of public opinion diffusion in microblog,discusses the main existing undesirable phenomena in the participation behavior,then put forward several guide strategies for microblog-user,preferences source and the microblog platform. |
PDF Full Text Request