中国网络意见领袖社区迁移影响因素及路径分析

Opinion Leaders' Online Community Migration in China:Factors and Path Analysis

媒介技术演进改变了信息传播方式,网络意见领袖活跃于各个信息场域,通过多平台影响多元用户群体。有效分析意见领袖社区迁移行为有益于我国公共舆论引导以及网络社区运营管理。通过对20位网络意见领袖社区使用行为的调研和半结构化的深度访谈,运用扎根理论分析,提炼出包括个性特征、依赖性、偏好性等在内的12个主要变量,从迁移态度、主观规范、迁移控制感知三个方面对迁移意向的影响构建网络意见领袖社区迁移影响因素模型。在此基础上,依据网络意见领袖的社区迁移行为决策过程将社区迁移路径分为5条路径,其中意见领袖尝试新社区并迁移至新社区后,路径②停用原社区且一直停留在新社区及路径③并不停用原社区、新旧社区同步运营,为主要路径。

Media technology＇s evolution has changed the communication way of information. Online opinion leaders active in the cyberspace affect multiple user groups across multiple platforms. Effective analysis on opinion leaders＇ migration behavior of online community is beneficial to public opinion guidance and community operations and management. Through the survey of 20 opinion leaders＇ usage behavior of online community, semi-structured in-depth interviews and grounded theory, the factor model of opinion leaders＇ migration among online communities is built from the impact of migration attitudes, subjective norms and perceived migration control on the migration intentions, which includes 12 major external variables such as personality traits, dependencies, preferences, etc. Opinion leaders＇ online community migration is divided into 5 paths based on behavioral decision-making process. After trying out and migrating to the new online community, the main paths are Path 2： opinion leaders migrate to the new community and the old one is out of use and Path 3： opinion leaders maintain synchronous operation of old and new online communities.