基于主题分析的用户养生健康信息需求演化趋势研究

The Needs and Evolution Trend of Users’Health Wellness and Information

【目的/意义】研究旨在揭示社会化问答平台用户的养生健康信息需求分布特征,并深入探究需求产生的动机及演化趋势。【方法/过程】本文以社会化问答平台“知乎”中13万条养生问答数据作为研究对象,通过LDA模型提取需求话题,在离散时间序列基础上结合马斯洛需求层次理论对话题的关注度与关注热点进行演化分析。【结果/结论】用户养生信息需求涵盖20个话题;相比传统健康信息需求对疾病的聚焦,养生健康信息需求在内容上更多样,需求层次更高。需求的关注度演化上,安全需求与尊重需求成为热点,新冠疫情加强了用户对养生健康信息需求的关注。话题间的内在联系上,用户对尊重需求话题的关注度以“商品化”的形式转移至安全需求话题。【创新/局限】本文首次聚焦养生健康信息需求,通过话题与演化分析细粒度地挖掘用户养生健康信息需求的变化趋势。此外,本文数据源来自同一平台,后续研究可分析多平台用户的养生健康信息需求并对动机进行深化。

【Purpose/significance】The study aims to reveal the distribution characteristics of the health and wellness information needs of users on social platforms and explore the motivations and evolution trend of needs.【Method/process】Taking the posts in Zhihu,a typical social Q&A site in China as research objects,this paper used LDA and BiLSTM models for topic extraction and sentiment analysis.Then,dividing the time series,the evolution of topic attention was analyzed by Maslow’s hierarchy of needs theory.The results found that in terms of demand content,users’health and wellness information needs covered 20 topics.【Result/conclusion】Compared with the traditional health information needs that focus on diseases,the health information needs were more diverse in content and had higher needs levels.On the evolution of the concern of demand,safety demand and respect demand become hot spots,and the new crown epidemic strengthens users’concern about the demand of health and wellness information.In terms of the intrinsic connection between topics,users’attention to the topic of respect needs is transferred to the topic of security needs in the form of"commoditization".【Innovation/limitation】This paper focuses on the health and wellness information needs for the first time,and explores the changing trends of users’health and wellness information needs in a fine-grained way through topic and evolution analysis.In addition,the data source of this paper comes from the same platform,and subsequent research can analyze the health and wellness information needs of multi-platform users and deepen the motivation.