新浪微博信息传播效果评价及实证研究——基于DEA方法的分析  

Evaluation and Empirical Study on the Effect of Sina Micro Blog Information Dissemination——Based on Data Envelopment Analysis Method

作　　者：刘健[1] 孙小明[2] 

机构地区：[1]吉林大学管理学院,吉林长春130012 [2]吉林大学东北亚研究院,吉林长春130012

出　　处：《现代情报》2016年第9期88-94,共7页Journal of Modern Information

摘　　要：为了衡量新浪微博信息传播效果,本文在10个不同话题领域分别选择公众微用户、意见领袖(加"V")用户以及普通用户共30个决策单元,利用模糊数据包络分析模型进行实证分析,研究结果表明,用户属性、内容属性、媒介属性都对新浪微博信息传播具有影响,而在不同的话题领域影响具有异质性。[ Objective] To measure the effect of information diffusion of micro blogging public opinion. [ Methods] A fuzzy data envelopment analysis model was established, and a backward method was used to calculate the relative efficiency of each evaluation unit when the input variables and output variables were removed. Finally, Euclidean distance was used to determine the choice of the index. [Results] The 16 indicators were selected as the evaluation index of the effect of information diffusion of the micro blogging public opinion. [ Conclusions] The promulgator of information of micro blogging public opinion, the content of the information, and the media attributes got a significant effect on the information diffusion of the micro blogging public opinion.

关 键 词：数据包络分析 信息传播效果 指标评价 微博 

分 类 号：G206[文化科学—传播学]