基于两级传播理论的在线健康社区意见领袖交互行为研究——以百度“自闭症吧”为例

Research on the Interaction Behavior of Opinion Leaders in Online Health Communities Based on the Theory of Two-Step Flow of Communication: A Case Study of Baidu’s “Autism Bar”

[目的/意义]通过对在线健康社区意见领袖交互行为的分析,探讨其识别、特征、影响和作用,为社区的良好运转和管理提供建议。[方法/过程]构建两级传播理论下的在线健康社区意见领袖模型,并以百度"自闭症吧"数据为例,结合社会网络分析方法研究社区整体网络特征、意见领袖个体网络特征和用户间交互网络。[结果/结论]百度"自闭症吧"整体网络中间密集,边缘稀疏,具有小世界效应;通过中心度分析及k核分析发现识别出的意见领袖各项个体指标数值均偏高,处在整体网络核心位置,有效连接信息传播两级,推动信息在来源层、意见领袖层和受众层间稳定流动,为其他用户提供帮助鼓励;验证了所建模型并根据研究发现提出两点针对性建议。

[Purpose/significance] Through the analysis of the interaction behavior of opinion leaders in online health community, this paper explores its identification, characteristics, influence and role, so as to provide suggestions for the good operation and management of the community.[Method/process] The opinion leader model of online health community based on the theory of two-step flow of communication is constructed, and the data of Baidu’s “Autism Bar” is taken as an example to study the overall network characteristics of the community, the individual network characteristics of opinion leaders and the interactive network between users by combining with the social network analysis method.[Result/conclusion] The whole network of Baidu’s “Autism Bar” is dense in the middle and sparse in the edge, which has small world effect.Through centrality analysis and k-core analysis, it is found that the individual index values of opinion leaders identified are high, and they are in the core position of the whole network, effectively connecting the two levels of information dissemination, and promote the stable flow of information in the source layer, opinion leader layer and audience layer, and opinion leaders offer help and encouragement to other users.The model is validated and two suggestions are put forward based on the findings.