基于社会认同理论的微博群体用户画像

User Portrait of Diversified Groups in Micro-blog Based on Social Identity Theory

[目的/意义]根据社会认同理论,网民使用微博过程中做出的行为、表现的态度与他们感知自己所属群体成员身份紧密相关。构建微博各类群体的用户画像,直观地展现典型群体成员的人物特征,有助于进一步分析各类群体的知觉、行为和态度,对研究网络舆情治理、广告营销、个性化服务等均有着重要的意义。[方法/过程]从社会认同理论出发,使用主题模型文本挖掘出用户感兴趣的微博主题,利用得到的用户偏好主题的概率分布空间向量计算相应的用户相似度,实现用户所属群体的分类,然后对各类群体提取特征属性。[结果/结论]微博上主要分为5类群体,且某些群体的成员易受到外群体的影响做出改变实现新的积极认同。得到不同微博群体的典型用户画像,依据关键的群体特征属性,分析用户行为、态度并提出相应的网络舆情治理建议、个性化服务、营销策略。

[Purpose/significance] According to the social identity theory,the behaviors and attitudes of the netizens in using micro-blog are closely related to their perception of their membership. Building users＇ portraits of all kinds of groups in micro-blog can directly show the typical characters of the group members which help to analyze users＇ behaviors and attitudes in various kinds of groups,and are important in the network public opinion management,advertising,personalized service,and other marketing research. [Method/process] Firstly,using social identity theory,the paper finds out users＇ interested micro-blog topics through thematic model text mining. Then,user similarity is calculated using the space vector of users＇ preferences in topics probability distribution,thus realizing the classification of user groups. Finally,the paper extracts the main feature attributes for different groups.[Result/conclusion]Five typical groups are found in micro-blog and members of certain groups are easily affected by the outside groups and further make adjustments to reach new positive identity. The typical user portraits of different micro-blog groups can be obtained. According to the main characteristic attributes of groups,the paper analyzes the user behaviors,attitudes,and gives the corresponding advices of network public opinion management,personalized service and marketing strategy.