摘要
社交网络舆情中用户在线参与行为差异化程度较高,用户阅读博文时的视知觉体验成为影响其参与倾向的关键。基于视知觉理论,探讨舆情博文中的非文字内容信息给阅读博文用户带来的视知觉对其在线参与行为的直接作用,同时还检验了不同发布博文用户的个体特征对视知觉与在线参与行为之间关系的调节作用。采用微博平台舆情事件下博文中的信息作为研究的数据样本验证模型,使用三阶段最小二乘法进行回归分析,并对比了针对原创发文和转发发文结果的异同。结果表明,原创博文中图片数、短链接数、表情包数、文本长度显著正向影响参与度,话题数显著负向影响参与度;转发博文中图片数、话题数、表情包数、文本长度显著正向影响参与度,短链接数对参与度的影响不显著。同时,发文用户认证类型和用户画像会员等级在视知觉信号与参与度的关系间有着明显的调节作用。
In social network public opinion,online users'engagement behavior is highly differentiated,and their visual perception experience when reading blog posts becomes the key to their engage tendency.Based on the theory of visual perception,this study explores the direct effect of visual perception which generates from non-text content information in public opinion blog on reading blog users’online engagement behavior,while the moderating effect of different individual characteristics from posting blog users to the relationship between visual perception and online engagement behavior is also tested.This study uses the information in the public opinion events from microblog platform as the data sample verifying model of the research,uses the three-stage least squares method for regression analysis,in the meantime compares similarities and differences of the results of original postings and forwarding postings.The results show that the pictures numbers,short links numbers,emoticons numbers,and text length in original blog posts significantly positively affect user engagement level,while the topics numbers significantly negatively affect user engagement level;the pictures numbers,topics numbers,emoticons numbers,and text length in forwarded blog posts significantly positively affect user engagement level,while the short links numbers have no significant effect on user engagement level.At the same time,the type of user authentication type and user profile membership level have a significant moderating effect on the relationship between visual perception signals and engagement.
作者
杨永清
范承昊
张媛媛
YANG Yong-qing;FAN Cheng-hao;ZHANG Yuan-yuan(Shandong Technology and Business University,Yantai 264005,China)
出处
《山东工商学院学报》
2023年第5期36-47,共12页
Journal of Shandong Technology and Business University
基金
国家社会科学基金项目“网络圈群社交行为形成机理及舆情治理机制研究”(20BSH151)
教育部人文社科项目“差异化网络社交行为的成因及其对网络舆情传播影响的研究”(18YJCZH223)
山东省自然科学基金项目“数据驱动的SNS用户网络社交行为模式及其对舆情传播作用机理研究”(ZR2020MG006)。
关键词
社交网络
舆情话题
视知觉理论
回归分析
social networks
public opinion
visual perception theory
regression analysis
