Structure Diversity Effect On User’s Engagement Behavior In Online Social Network

Online social network is developing very fast these years, and it has inevitably become a part of our lives. Online social network has enormous impact on our way of life, such as communication, access to information, and so on. The development of social network has not only attracted many Internet users to use it, but also caught scholars’attentions. In recent years, there are many researches on various aspects of online social networks:user behavior, information diffusion and soon.This paper focuses on user’s engagement behavior in online social network. After reading relative literatures, we summarized the factors that influencing user’s engagement behavior in online social network. We then introduced "structure diversity" factor into our model and study its effect on individual’s behavior. To do the empirical study, we crawled Twitter through Twitter’s API and built a users’network. Logistic regression model was adopted to examine our hypothesis.Several things have been done in this research:(1) Summarized factors which influencing user’s engagement behavior after reading the relative literatures.(2) Introduced the factor of "structure diversity" form the prospect of user’s individual network of friends, to analyze its effect on user’s engagement behavior in online social network.(3) Crawled Twitter through Twitter’s API and built a users’ network, used the data of Twitter users’ behavior of using hashtag, to verify our hypotheses.(4) Drawled conclusions about how to improve social network recommend system and how to do marketing in online social, depending on our conclusion.