社交媒体平台用户参与的行为谱与行为层级模型构建

Construction of Behavior Spectrum and Behavior Hierarchy Model of User Participation on Social Media Platforms

[目的/意义]通过梳理现阶段社交媒体平台用户参与行为研究成果,结合信息生成理论和信息加工理论,建立社交媒体平台用户参与的行为谱,从而构建社交媒体平台用户参与行为层级模型,以发现社交媒体平台用户在面对不同事件类型时可能产生的一种或多种参与行为,为社交媒体平台建立基于用户参与行为的用户画像侧写、识别其对某一类型话题活跃度和参与度以及预测用户参与行为奠定理论基础。[方法/过程]以主流社交媒体平台结构功能为基础,以灵长类动物行为谱制定过程为依据,应用观察实验法,通过邀请有不同学科背景的双观察员形式发现用户在使用社交媒体平台时产生的参与行为,构建包括8个类别、21个特定参与行为的社交媒体平台用户参与的行为谱。[结果/结论]以社交媒体平台用户参与的行为谱为核心,以认知努力量为衡量单位,构建结构为主动参与行为和被动参与行为、积极参与行为和消极参与行为、深度参与行为与浅表参与行为的三因素两水平层级模型。

[Purpose/Significance]By sorting out the current research results of user participation behaviors on social media platforms,and combining with information generation theory and information processing theory,the user participation behavior spectrum on social media platform is established.Thus,a hierarchical model of user participation behaviors on social media platform is constructed to find one or more participation behaviors that users of social media platforms may have in the face of different types of events.It lays a theoretical foundation for establishing user profiles,identifying a certain type of topic activity and participation and predicting user participation behaviors of social media platforms based on user participation behaviors.[Method/Process]Based on the structure and function of mainstream social media platforms,based on the formulation process of the primate behavior spectrum,the observation experiment method was applied.Double observers with different disciplinary backgrounds were invited to discover users'participation behaviors when using social media platforms,and to construct a behavior spectrum of user participation on social media platforms including 8 categories and 21 specific participation behaviors.[Result/Conclusion]Taking the behavior spectrum of user participation on social media platforms as the core and the amount of cognitive effort as the measurement unit,the structure is constructed as a three-factor and two-level hierarchical model of active participation behaviors and passive participation behaviors,active participation behaviors and negative participation behaviors,deep participation behaviors and superficial participation behaviors.