微博用户类型及行为特征的实证分析——基于信息传播行为视角

An Empirical Study of the Characteristics of Micro-blog User Type and Behavior——From the Perspective of Information Dissemination Behavior Theory

通过抓取新浪微博上的12555条普通用户和2467条名人用户的数据进行统计对比,并结合两类用户的关注数、粉丝数和博文数的相关分析与回归分析,发现两类用户的关注数、粉丝数和博文数的关系各异,反映出两类用户的发文和连续使用微博的动机不同。该研究不仅可以丰富微博信息传播行为管理理论,也可为微博用户细分、引导和规范微博用户行为,以及促进微博用户持续等方面提供决策支持。

Data of 12,555 ordinary users and 2,467 celebrity users of weibo.com is obtained by crawling weibo.com. Through statistical analysis and comparison, combined with the correlation and regression analysis of the number of followers, fans and blogs, this paper finds that the relation between number of followers, fans and number of blogs varies among these two types of users, reflecting that the motives of blogging and staying connected of these two types of users vary. This research adds to the miero-blog information dissemination behavior management theory, and can provide theoretical support to decision making with regard to categorizing micro-blog users, guiding and regulating user behaviors, and promot- ing constant blogging activities.