社交媒体平台用户参与行为强度测定与预判

Intensity Analysis and Prediction of User Participation Behavior on Social Media Platform

[目的/意义]对社交媒体平台用户使用社交媒体平台进行信息交流和交换的过程中产生的参与行为进行分析,测定用户对于不同舆情话题类别产生的参与行为强度,进而为用户的信息需求进行准确的定位,并为舆情事件爆发前提供更精准的用户参与行为预判。[方法/过程]对社交媒体平台用户参与行为的构成要素进行分析,采取滚雪球的抽样方式,获取了20名实验用户,根据选定的用户使用的社交媒体平台种类及数量,从用户使用的所有社交媒体平台中抽取热点事件,记录实验用户的参与行为,对用户的参与行为强度进行分析及测定,基于Fp-Growth算法对社交媒体平台用户的参与行为强度进行预判。[结果/结论]总体偏差率可以达到20%以下(含),对用户的参与行为强度具有较好的预判效果,可以提高社交媒体平台推荐服务的质量,并能实现舆情危机事件爆发前的精准引导与靶向导控。

[Purpose/Significance]This paper analyzes the participation behavior of social media platform users in the process of information exchange and exchange using social media platform,and measures the intensity of users’participation behavior for different types of public opinion topics.and then accurately locate the information needs of users,and provide a more accurate prediction of user participation behavior before the outbreak of public opinion events.[Methods/Process]Based on the analysis of the constituent elements of user participation behavior on social media platform,20 experimental users were obtained by snowball sampling.According to the type and number of social media platforms used by selected users,hot events were extracted from all social media platforms used by users,the participation behavior of experimental users was recorded,and the intensity of user participation behavior was analyzed and measured.Based on Fp-Growth algorithm,the intensity of participation behavior of users on social media platform is predicted.[Results/Conclusion]The overall deviation rate can reach less than 20%(inclusive),which has a good predictive effect on the intensity of users’participation behavior,can improve the quality of recommendation service on social media platforms,achieve accurate guidance and targeted guidance before the outbreak of public opinion crisis.