摘要
在Web 2.0时代,信息发布的主动权完全开放,信息分享度的差异巨大。了解信息传播的影响因素有着理论上和现实上的重要性,而目前对这一问题的研究比较零散,大都停留在简单观察总结阶段。文章以被广泛接受的流行三要素理论为出发点,依托新浪微博,对影响信息传播的诸要素进行实证研究。研究发现,粉丝数是微博转发量的基础,一般每增加1万粉丝,转发量增加8次,活跃度和时间对转发量有一定的影响,但影响不显著。实证分析微博信息传播特性,对于微博营销策略、识别僵尸粉等实际问题给出建议,并对未来的研究方向进行展望。
In the era of Web 2. 0, the initiative of releasing information is completely opened and the information sharing de- gree is different. It is important in both theory and reality to understand the influencing factors of information dissemination. Howev- er, the present studies on this problem are scattered, most of them stay in the stage of simple observation. Based on Sina Weibo, the paper takes three widely accepted popularity elements as the starting point and makes an empirical study on the influencing factors of information dissemination. The paper finds that fans number is the foundation of transmission number. Generally, the transmission number increase 8 times with each additional 10,000 fans. The active degree and time has a certain effect on the transmission num- ber, but the effect is not significant. The empirical study analyzes the characteristics of micro-blog information dissemination, and provides recommendations for the practical problems, such as marketing strategy of micro-blog and identification of zombie powder. Finally, the paper gives prospects for the direction of future research.
出处
《情报理论与实践》
CSSCI
北大核心
2014年第3期58-63,共6页
Information Studies:Theory & Application
基金
教育部人文社会科学基金项目"馆藏数字资源语义化深度聚合的理论与关键技术研究"(项目编号:13YJA870023)
国家社会科学基金重大项目"基于语义的馆藏资源深度聚合与可视化展示研究"(项目编号:11&ZD152)的成果
关键词
信息传播
微博
影响因素
information dissemination
micro-blog
influencing factor
