品牌危机中网络自相关性对信息分享行为的影响研究

Research on the Effect of Network Autocorrelation on Information Sharing Behavior in Brand Crisis

为了探索品牌危机中网络自相关性对信息分享行为的影响,基于动态及差异比较的视角,对信息分享行为网络自相关性的时滞特征及脉冲扰动进行了研究。以微博作为网络平台研究样本,选取了2010年至2018年间所发生的具有较大影响力的66个品牌危机事件作为危机信息样本来源,运用官方API及网络爬虫法对相关数据进行采集,采用ARIMA研究方法,并借助Stata14.0及Eviews8.0统计软件对数据进行处理和分析。研究发现:网络自相关性对转发行为及评论行为均具有显著影响,且存在差异性。其中,对转发行为的影响于滞后2阶至3阶内较为明显,具有"断尾效应";对评论行为的影响于滞后3阶至4阶内较为明显,具有"长尾效应"。最后,对研究结果进行分析和讨论,并指出了研究的理论价值及现实意义。

In order to explore the impact of network autocorrelation on information sharing behavior in the brand crisis,based on the perspective of dynamic and differential comparisons,this paper studies the time-delay characteristics and impulse perturbations of information sharing behavior network autocorrelation.Adopted 66 crisis events taken place from 2010 to 2018 in Microblog as research samples which were obtained through API and web crawler technique,these samples were analyzed by ARIMA Model,and then were processed through Stata13.0 and Eviews8.0 statistic software.The results show that the autocorrelation disturbance of retweeting is significantly greater between the second and third period with truncated-tail effect,and comment is between the third and fourth period with long-tail effect.And finally,the paper analyzed and discussed the research results,and indicated the theoretical and practical implication of the research conclusion.