食品安全网络舆情中的网络意见领袖  

Network Public Opinion Leader in Food Safety Internet Public Sentiment

作　　者：洪巍 吴林海 吴祐昕[3] 

机构地区：[1]江南大学江苏省食品安全研究基地,江苏无锡214122 [2]江南大学商学院,江苏无锡214122 [3]江南大学设计学院,江苏无锡214122

出　　处：《华南农业大学学报（社会科学版）》2014年第4期101-110,共10页Journal of South China Agricultural University(Social Science Edition)

基　　金：国家自然科学基金项目(71303094);江苏省高校哲学社会科学优秀创新团队建设项目(2013-011);教育部人文社会科学研究基金项目(13YJA630030);江苏省自然科学基金项目(BK2012126)

摘　　要：网络意见领袖在食品安全网络舆情引导过程中发挥重要作用,而网民对其信任程度是影响舆情引导效果的重要因素。通过问卷调查并结合多项Logistic模型对食品安全网络舆情中网民信任网络意见领袖的影响因素进行研究。研究结果显示,不实诚的损失、平台把关或审查制度、权威性、信息互动、阅读信息、法律约束以及查看微博等因素影响网民对网络意见领袖的信任。基于研究结果,提出食品安全网络舆情监管与引导的政策建议。Network public opinion leaders play an important role in food safety internet public sentiment guidance , and the netizens＆#39;trust on network public opinion leaders is an important factor affecting public opinion guidance .Study on the factors affecting the netizens＆#39;trust on network public opinion leaders through the questionnaire and multinomial logistic model in food safety internet public sentiment has been made.The results show that loss resulted from dishonest behavior , platform checks or examine system , authority , information interaction , information from reading , legal constraints and microblog viewing are factors affecting the netizens＆#39;trust on network public opinion leaders .Based on the results , suggestions have been proposed on policies guiding and supervising food safety Internet public sentiment .

关 键 词：食品安全 网络舆情 网络意见领袖 网民 

分 类 号：G206[文化科学—传播学]