意见领袖网络社区迁移行为动机分析  

Analysis of Opinion Leaders' Online Motivation in Community Migration

作　　者：张璐[1] 

机构地区：[1]武汉大学信息管理学院,武汉430072

出　　处：《信息资源管理学报》2016年第1期52-57,63,共7页Journal of Information Resources Management

摘　　要：新媒体时代网络社区迅速发展,其中意见领袖的推动作用不容忽视。本文分析了意见领袖进行社区迁移的迁移前、迁移中、迁移后的全过程,包括行为征兆、迁移类型、迁移路径、逆转和回流等。在对细节进行分析的基础上对迁移流程进行了详细分解,总结出了社区迁移的若干条路线,最后归纳出社区迁移的主要动机,以期对意见领袖网络社区迁移行为有更好的理解,为预测网络社区的后期发展提供理论借鉴。The opinion leaders play an important role in the rapid development of online communities in this new media age. This paper analyzes the whole process of the community migrating, including behavioral signs, migration type, migration paths, reverse and return etc. Based on the analysis, the paper decompo- ses the process of migration, sums up some paths and finally summarizes the main motivations of community migration. According to the research, we can know more about community migration of opinion leaders on- line and predict the later development of online communities.

关 键 词：意见领袖 网络社区 迁移动机 迁移路线 

分 类 号：G206[文化科学—传播学]