Research On Characteristic And Influence Mechanism Of Brand Crisis Information-sharing Behavior In Microblog From Contextual Perspective

Nowadays,research on characteristic and influence mechanism of brand crisis information-sharing behavior in microblog attracts a lot of attention from both academics and practitioners.Moreover,related researches mainly focus on information communication model,communication effect,user's attitude,behavior characteristics,and static model.However,relevant researches from contextual perspective and dynamic perspective are deficient.Moreover,the researches on behavior characteristics,impulse response,marginal influence,variance decomposition,and behavior prediction are relatively rough.In addition,accuracy of the research remains to be improved.At the meantime,the concrete research on behavior monitoring is still scarce.According to information situation theory,information ground,information processing theory,psychological field theory and information behavior theory combined with rapid development of information technology,information behavior is influenced dramatically by contextual factors,so research on information behavior need to be conducted more from the perspective of contextual factors so as to achieve some deeper research findings.In this case,the dissertation conducted research on characteristic and influence mechanism of brand crisis information-sharing behavior in microblog from contextual perspective.Related research contentsare as follows:the first chapter is introduction,the second is literature review and theory foundation,the third is fluctuation characteristic of information-sharing behavior,the fourth is exploration of contextual influence factors,the fifth is static mechanism of information-sharing behavior,the sixth is dynamic mechanism of information-sharing behavior,the seventh is regulation measures of crisis information sharing behavior,and the eighth is conclusion and discussion.The dissertation adopted 66 brand crisis events taken place from 2010 to 2016 in Xinlang microblog as research samples,and the sample data was obtained through API,web crawler technique,and questionnaire survey.The data was analyzed by research methods series trend decomposition,ARIMA,ARCH,VAR,SEM and State Space,and were processed through software SPSS22.0,AMOS22.0,Stata13.0 and Eviews8.0 statistic software.To sum up,the research achieved goals are as follow.(1)The complete communication process of reposting and commenting behaviors as well as the accurate separation and analysis of daily and weekly trend,periodicity,cluster features and irregularity of this behaviors have been achieved through autocorrelation analysis of brand crisis information sharing behavior in microblog and constructing ARIMA fitting model.(2)The author explored and analyzed the static and dynamic contextual factors which have significant effect on crisis information sharing behavior.Meanwhile,the author performed causality test.Static factors include information visualization,information sentiment,and resource authority.Dynamic factors include total number of reposting or comment,follower's follower and followee number,followee's follower and followee number,distance in time of information reposted or commented.(3)The construction of static influence mechanism model of microblog information-sharing behavior of brand crisis communication has revealed paths that information visualization,information sentiment and resource authority has exerted on information reposting and commenting behavior respectively as well as the specific differences of the paths exerted on varied gender,age,educational background and occupations.(4)The construction of dynamic influence mechanism model of information-sharing behavior,including VAR and State Space modelshas revealed the effect that time lag characteristic,impulse disturbance,marginal influence and contribution rate of total number of reposting or comment has exerted on the total number of repost and comment,the number of followed and follower,the number of source information and follower as well as dynamic contextual factors and rules.(5)Based on above research conclusions,the theoretical and practical implications generated from time positioning,static monitoring indices and dynamic monitoring indices perspectives have been proposed as tangible monitor strategy for brand crisis information sharing in mocrblog.This study has dealt with characteristics and influence mechanism of brand crisis information-sharing behavior in microblog from contextual perspective,and its innovative points are as follow.(1)The previous relevant researches on information-sharing behavior from contextual perspective were absent,whereas this study has dealt with it from contextual perspective.(2)The previous relevant researches on dynamic mechanism of information-sharing behavior were seldom,whereas this study has explored in depth the time lag characteristic,impulse disturbance,marginal influence and contribution rate of each factor on information-sharing behavior from dynamic perspective.(3)The previous relevant researches on autocorrelation of information-sharing behavior were absent and on fluctuation characteristic were rough,whereas this study has analyzed the autocorrelation of information-sharing behavior and its fluctuation characteristic in detail,including its tendency,periodicity and irregularity.(4)The previous relevant researches on monitoring measures were mainly from macro-or meso-level,and the micro-level on it were scarce,whereas this study has researched on the concrete and accurate regulation measures from micro-level perspective of time positioning,static and dynamic monitoring indices.In the end,this dissertation gave some future research suggestions from information behavior,context type,and real environment survey perspectives.