突发事件情境下影响媒体官方微博传播的因素研究——基于多分logistic回归

The Research on the Factors Influencing the Dissemination of Media Official Micro-blog in the Event of Emergency——Based on Multiple Logistic Regression

【目的/意义】本文研究突发事件情境下媒体官方微博传播的影响因素,旨在为媒体官方微博提供相关建议,有助于网络舆情传播的有序进行。【方法/过程】以"天津危险品仓库爆炸"事件为背景,以新浪官方微博为平台收集数据,选取了用户特征、文本特征和时间特征三个层面,并利用多分Logistic回归方法,探究各个因素对微博转发水平的影响、作用方向和作用程度。【结果/结论】研究发现,对于媒体官方微博不同的转发水平,其各自的影响因素不同,并据此提出了一些建议。

[Purpose/significance]This paper studies the impact factors of the official micro-blog communication under the situation of emergency, aiming to provide the relevant suggestions for the official micro-blog to help the network public opinion disseminate in an orderly manner. [Method/process] Taking＂Tianjin dangerous goods warehouse explosion＂ event as the background, with the official Sina micro-blog as a platform to collect data, according to the relevant data and literature, this paper select user characteristic, text characteristic and time characteristic variables, and use multiple Logistic regression method to explores the influence of various factors on micro-blog the level of the forward direction and degree. [Result/conclusion] The study found that,for the media, the official micro-blog forwarding levels rely on their respective influnce factors.And then puts forward some suggestions.