基于外源动力话题的在线群体形成机理研究

Group Formation Mechanism of Online Social Network Based on Exogenous Topic

【目的/意义】致力于丰富在线群体的研究体系,为未来有效地进行网络话题舆情监控与引导提供支撑。【方法/过程】以讨论同一外源动力话题的在线群体为研究对象,以百度贴吧为研究平台。运用扎根理论和网络志方法,利用多案例研究法的思路,创新性地从个体成员参与的角度切入,探索在线群体的形成契机和成长轨迹。【结果/结论】本研究聚焦在个体的不同参与阶段,如参与动机、感知体验、持续参与和社会融入等,围绕两类外源性话题分别提出模型来揭示其形成过程。

【Purpose/significance】To enrich the research system of online group and lay the foundation for exploring deepscientific problems about network topic public opinion monitoring and guidance in the future.【Method/process】This paperstudied the online groups who discuss the same exogenous topic and selected＂Baidu Tieba＂as the research platform. Weconducted this research by combining grounded theory and netnography, and through studying several cases, explored theonline group formation motivation and growth track from the perspective of engagement of individual member innovatively.【Result/Conclusion】This paper focused on the different stages of individual participation, i.e. engagement motivation,perception experience, continuous engagement and community integration. We elaborated the online group formationmechanism and revealed its process by constructing two models respectively.