基于计划行为理论的微博用户转发行为影响因素研究

Examining Reposts of Micro-bloggers with Planned Behavior Theory

【目的】探究微博用户转发行为的影响因素。【方法】基于计划行为理论,考虑微博所传达情感及微博平台的时间线机制对于用户转发行为的影响,提出研究假设并对其进行验证。【结果】用户情感与微博情感相似度、粉丝量均对微博用户转发行为具有显著影响,微博时间线机制对于用户转发行为几乎没有影响。【局限】对于用户的登录时间采用统一时间节点。【结论】本研究结果对于网络舆情控制、个性化推荐、微博广告营销具有借鉴意义。

[Objective] This paper tries to explore the influencing factors of Microblog(Weibo)user’s reposting behaviors.[Methods] Based on the theory of planned behavior,we evaluted the sentiment of Weibo users and the impacts of the Weibo timeline on users’reposting behaviors.[Results] The degree of similarity between the real world and online sentiments of Weibo users’,as well as the number of followers had significant impacts on Weibo user’s reposting behaviors.The timeline feature posed little effect to the user’s reposting behaviors.[Limitations] Only examined users logging in Weibo at a specific time.[Conclusions] This study could improve the performance of public opinion management,personalized recommendation,and advertising campains on Weibo.