今天你上“小红书”了吗?在线社区用户信息分享的主题提取与动机分析

Have You Been to Xiaohongshu Today? Topic Extraction and Motivation Analysis of User Information Sharing in Online Communities

[目的/意义]旨在定量分析小红书平台上用户分享内容的主题,以促进社交媒体平台的质量改善,推动社交平台健康发展。[研究设计/方法]基于Censydiam动机分析模型,采用BERTopic主题提取方法,构建在线社区信息分享主题与动机研究框架。以小红书平台为研究对象,收集了3,688,942条用户信息,并对用户在不同主题下的信息分享动机进行了分析。[结论/发现]小红书用户的信息分享主题主要包括生活经验、购物和食品三个方面。用户主要需求包括对社会群体的认同与归属感、融合沟通以及享乐与释放等方面。因此,平台应更注重与整体社交媒体环境的和谐性,保持一致的社交调性,以体现对用户群体的关怀和增强用户的归属感。[创新/价值]以小红书在线社区的文本数据为基础,验证了研究框架的可行性,并为在线社区的分析和建设提供新的思路和方法。

[Purpose/Significance] This study aims to quantitatively analyze the themes of user-generated content on the Xiaohongshu platform,with the goal of improving the content quality of social media platforms and promoting their healthy development.[Design/Methodology] Based upon the Censydiam motivation analysis model,this study utilizes the BERTopic topic extraction method to construct a framework for researching the themes and motivations behind information sharing in online communities.The study focuses on the Xiaohongshu platform,collecting 3,688,942 pieces of user-generated content to analyze the users' motivations behind information sharing across different themes.[Findings/Conclusion] The themes of information sharing by Xiaohongshu users primarily encompass life experiences,shopping,and food.By precisely pinpointing these themes using the Censydiam model,the study reveals that users' primary needs include a sense of belonging and identification with social groups,social integration and communication,as well as seeking enjoyment and relaxation.Therefore,the platform should place greater emphasis on maintaining alignment with the overall social media environment and ensuring a consistent social tone to reflect care for the user community and enhance their sense of belonging.[Originality/Value] This study is based on textual data from the Xiaohongshu online community,verifying the feasibility of the research framework and offering new insights and methods for the analysis and development of online communities.