集群行为的价值性执行意向微博实验研究

Micro-blog Experiment on the Value of Implementation Intentions by Online Experimental

本研究主要探索当前微博网络平台上用户集群行为特征及规律，其中执行意向作为行为预测的重要变量越来越多地受到学者及企业的重视，而价值性执行意向更加凸显出网民集群行为的价值驱动力。为此，研究主要选择了近期微博热点话题“活熊取胆”事件为观测对象，利用数据采集工具对热点事件进行了采集、整理、清洗和网络挖掘，在此基础上通过话题热度及走势、情绪热点及分布变化率、微博影响力路径分析对价值性执行意向的规律与感知进行了初步分析，这为后期网民集群行为引导及网络营销方案的制定提供了一定的理论和实践指引。

This paper examines the characteristics and laws of users＇ collective behavior on the micro-biog. As a promising predictor of behavior, implementation intention is catching the attention of an increasing number of scholars and enterprises. Implementation intention highlights the value drivers of cyber citizens＇ collective behavior. In view of that, we selected a hot topic on the microblog ＂extracting bile from live bears＂ for observation, and then carried out data collection, sorting, cleaning and web mining about this topic using data acquisition tools. To explore the law and perception of value- oriented implementation intention, we analyzed the trend of this topic, emotional hotspot, changes of its distribution, as well as the microblog＇s influence path. The results serve as an important theoretical and practical guidance for cyber citizens＇ collective behavior as well as for the formulation of network marketing plans.