网络意见领袖的分化与草根精英的崛起——基于网络游戏论坛的理论与实证检验  

Network Opinion Leaders and the Raising Levels of Crowd Sourced Elites:A Theoretical Study and Empirical Test on Online Game BBS

作　　者：张卓[1] 高维和[1] 

机构地区：[1]上海财经大学国际工商管理学院

出　　处：《新闻与传播研究》2017年第3期20-41,共22页Journalism & Communication

摘　　要：网络论坛管理者在如何调动网民参与热情方面进行了不断地探索和尝试,影响论坛用户参与行为的因素以及意见领袖的作用值得进一步探究。该研究根据网络游戏公司官方论坛数据,运用信息传播过程的分析框架,采用分位数回归模型研究影响网络论坛用户参与行为的因素。研究发现,意见领袖经官方公布后会使网络论坛用户参与行为发生变化,意见领袖的作用由强变弱,网民心态的复杂性加速了意见领袖的分化;来自于普通网民的"草根精英"通过不断提升等级地位发挥着网民从"看帖到回帖"过程的中介作用;基于内容的共同意义空间、帖子从发出到第一条回复的时间差等因素非对称性地影响论坛用户参与行为。该研究的理论和实证结果为虚拟网络社区中的用户参与行为提出了新的研究情境,对于网络论坛管理者和传播者具有一定的理论与实践参考价值。Managers in network BBS usually focus on how to improve user participation.Factors that influence users' participation and the role of opinion leaders are worth further research.In this paper,we analyze data from BBS for online game,applying web crawling technologies to extract data of game players' BBS communities(Perfect World).According to the framework of information dissemination process,we use the quantile regression model to study factors that affect users' participation behavior in network BBS.We found that:as compared with OLS regression results,users' participation behaviors were asymmetrically affected by factors such as author's levels,time difference from the post to the first comment and so on.Companies aim to bring opinion leaders' superiority into fully play but the roles of opinion leaders in the network will be weakened when company release a list of them in BBS. 'Crowd sourced elites',elevating their levels constantly from ordinary internet users,played an intermediary role in the process of ' reading post before commenting' in the network.

关 键 词：网络论坛 用户参与行为 意见领袖 草根精英 

分 类 号：C913.4[经济管理]