社交媒体用户群体互动行为特征研究——以微信用户群分享为例

Users’ Interaction Behavior Characteristics of Social Media:An Exploration of Wechat Group’s Sharing Behavior

[目的/意义]以微信用户群分享数据为样本,对用户群体互动行为进行直接观察,对于社交媒体中信息定向投放和舆情导控有着重要的意义。[方法/过程]通过构建APP平台实现了微信用户信息采集,并借助于人类动力学对微信用户群内分享对象选择、互动内容选择和分享行为时间特征进行了分析。[结果/结论]研究表明微信中分享行为存在显著的阵发性,群内用户趋向于异配连接,但多数用户是以旁观者身份出现,高频率互动仅停留在少数参与者层面,而带有情绪诱导和相关利益引导标题的文章能够唤起更多用户的互动意愿。[局限]数据来源不够广泛,有可能导致研究偏差。

[Purpose/significance] Taking the sharing data of Wechat group as a sample,our study is to explore the temporal characteristics of social user group interaction behavior,and to provide the reference for directional information delivery and public opinion guidance.[Method/process] Wechat user’ sharing and reading behavior records are collected through self-built APP platform,and the connection tendency of interaction users and time characteristics of interaction behaviors are quantitatively analyzed with the help of human dynamics.[Result/conclusion]The time interval distribution of user sharing behavior in Wechat group deviates from the exponential distribution obviously and has a strong burstiness effect;the users in the group tend to have heterogenous connections,but most users appear only as bystanders;the articles titled with emotional induction and benefit guidance can arouse more users’ interaction willingness.[Limitations]The collected data was not comprehensive which might generate some biased results.