【摘要】：網(wǎng)絡論壇管理者在如何調(diào)動網(wǎng)民參與熱情方面進行了不斷地探索和嘗試,影響論壇用戶參與行為的因素以及意見領袖的作用值得進一步探究。該研究根據(jù)網(wǎng)絡游戲公司官方論壇數(shù)據(jù),運用信息傳播過程的分析框架,采用分位數(shù)回歸模型研究影響網(wǎng)絡論壇用戶參與行為的因素。研究發(fā)現(xiàn),意見領袖經(jīng)官方公布后會使網(wǎng)絡論壇用戶參與行為發(fā)生變化,意見領袖的作用由強變?nèi)?網(wǎng)民心態(tài)的復雜性加速了意見領袖的分化;來自于普通網(wǎng)民的"草根精英"通過不斷提升等級地位發(fā)揮著網(wǎng)民從"看帖到回帖"過程的中介作用;基于內(nèi)容的共同意義空間、帖子從發(fā)出到第一條回復的時間差等因素非對稱性地影響論壇用戶參與行為。該研究的理論和實證結果為虛擬網(wǎng)絡社區(qū)中的用戶參與行為提出了新的研究情境,對于網(wǎng)絡論壇管理者和傳播者具有一定的理論與實踐參考價值。
[Abstract]:The online forum managers have made continuous exploration and attempt on how to mobilize the enthusiasm of netizens to participate in the forum. The factors that affect the participation behavior of forum users and the role of opinion leaders are worthy of further exploration. Based on the official forum data of online game companies and the analytical framework of information dissemination process, the factors influencing the participation behavior of online forum users were studied by quantile regression model. It is found that opinion leaders will change their participation behavior after being officially announced, the role of opinion leaders will change from strong to weak, and the complexity of Internet users' mentality will accelerate the differentiation of opinion leaders. The "grassroots elite" from ordinary Internet users plays an intermediary role in the process of Internet users from "viewing posts to responding to posts" by constantly upgrading their status; based on the common meaning space of content, The time difference between the post and the first reply has an asymmetric effect on the participation behavior of forum users. The theoretical and empirical results of this study provide a new research context for user participation behavior in virtual network community, and have a certain theoretical and practical reference value for network forum managers and communicators.
【作者單位】： 上海財經(jīng)大學國際工商管理學院;
【分類號】：C913.4

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