LPP视角下网络社区用户口碑信息传播行为研究

Research on the Propagation Behavior of Users' Word-of-mouth Information in Network Community from Lightweight Presentation Protocol Perspective

文章借鉴合法的边缘性参与理论,构建网络社区用户口碑信息传播行为模型,并以此为基础展开大规模调查研究,揭示现阶段社区用户口碑信息传播行为特征。结果显示:接收、再传播和发布是目前普及度较高的三种口碑信息传播活动,价值性水平中等;个体社区用户的传播行为可分为接受型、扩散型和创造型三个层次,现以扩散型为主,侧重于对于单条口碑信息传播效应的贡献。

Based on the theory of Legitimate Peripheral of user word-of-mouth information diffusion in the web Participation,this paper constructs the model of the behavior community. Then the authors launch a large-scale investiga- tion to reveal the its characteristics in the present stage. The results that receive, spread and release are popular three kinds of word-of-mouth information diffusion activities;user＇s behavior can be divided into three levels, that are ac- cept type, diffusion type and creative type, and now the diffusion type is the most popular one, which contribute to the effects of a single word-of-mouth information diffusion.