Analysis Of Netizens Attributes And Behaviors In Online Public Opinion

As the voice of network public opinion,netizens become the driving force to the network public opinion process.It has influences on the formation,spread and evolution of network public opinion.The study of the netizens' characteristics and the behaviors in network has important meaning to the advertising,the marketing,the personalized service,the management of network public opinion,etc.Based on the needs of online public opinion governance,this paper analyzes the netizens from two perspectives: the characteristics and behaviors.For example,this paper firstly analyze the characteristics of Sina Weibo users.According to the social identity theory,this paper can classify different Sina Weibo users groups by different topics.The LDA theme model help to finish text mining and multi-dimensional scaling can find out users with similar preferences on the microblog content published by users on the Sina Weibo platform.So this paper can classify different microblog user groups.Finally,the typical characteristics of different groups are extracted through multiple logistic regression models to complete the constructions of Sina Weibo user group portraits.The results show that five typical groups are found in micro-blog and members of certain groups which are easily affected by the outside groups and make adjustments to reach new positive identity.This paper also describes the typical user portraits of different micro-blog groups.According to the main characteristics of groups,the paper analyzes the netizens' behaviors.In order to quantitatively depict the netizens' interaction and find out the pattern of evolution of network public opinion,this paper determine the two factors which can reflect the netizens' complex interactions based on the theory of social values,complex network theory,and social identity theory: the behavior preferences of connection to create a new game and the length of the maintaining connection game.After that the paper constructs a dynamic game model of network public opinion evolution.The study shows that when the interactive connections reach steady state,the gain matrix of the network public opinion will change.The elements in the original benefit matrix times its corresponding active connection proportion of the overall population under the different game connection type then the new benefit matrix is composed of the news elements.This paper quantitatively explains the complex interactions among the internet users.The study plays an important role in many aspects such as giving advices about online public opinion crisis management,reducing the potential hazards of online public opinion.Based on the analysis of netizens' characteristics and behaviors in online public opinions,this paper puts forward corresponding suggestions on governance of online public opinions,which is helpful to improve the governance level of decision makers.