影响用户微博信息转发的因素研究

Study on the Factors Influencing the User's Micro-Blog Re-Diffusion

Web2.0时代微博已经成为人们信息沟通和传播的主要方式之一,我国有超过5亿的微博用户,促使学术界关注微博用户传播行为。现有文献主要研究了用户使用微博的动机和影响使用微博的因素,较少探讨影响用户转发微博的因素。本文研究发现信息内容特性、传播者特性以及受众特性三个方面会影响用户的微博传播行为,微博内容的娱乐性价值、创新性价值、博主的名人特性和受众的利他动机与自我提升动机与微博传播行为呈正相关关系。

In the era of Web2.0,micro-blog has become one of the main communicational ways.Scholars begin to study the communication behavior of micro-blog user because China has more than 5hundred million micro-blog users.The existing literatures mainly focus on the motivation of using micro-blog and factors affecting the use of micro-blog,less research on the influence factors of micro-blog re-diffusion.The study finds that the information content characteristics,propagation characteristics,and the audience characteristics affect micro-blog propagation behavior of user,the entertainment and innovation value of contents,innovation value,the celebrity characteristic of bloggers and the altruistic motivation and self-improvement motivation of audience are positively correlated to micro-blog propagation behavior.