机构微博传播力影响因素研究  

Research on Influencing Factors of Organization's Microblog Spreading Capacity

作　　者：王林[1,2] 潘陈益[1,2] 朱文静 邓胜利[1] Wang Lin;Pan Chenyi;Zhu Wenjing;Deng Shengli(Information Management School,Wuhan University,Wuhan 430072,China;E-commerce Research and Development Center,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学信息管理学院,湖北武汉430072 [2]武汉大学电子商务研究与发展中心,湖北武汉430072

出　　处：《现代情报》2018年第4期35-41,共7页Journal of Modern Information

基　　金：教育部人文社会科学重点研究基地重大项目"我国服务业信息化推进与保障机制研究"(项目编号:No.15JJD870001);国家自然科学基金面上项目"创新2.0超网络中知识流动和群集交互的协同研究"(项目编号:71373194);图书情报国家级实验教学示范中心(武汉大学)项目(项目编号:17025117)

摘　　要：如何保证高效的微博传播力是各机构入驻微博后必须面对的难题之一,因此,分析微博传播力的具体表现及其影响因素至关重要。本文基于熵权法对机构微博传播力进行量化,并从微博内容特征和微博用户特征两个维度,构建微博传播力影响因素的相关指标,最后以旅游机构为实证研究对象,使用弹性网络(Elastic Net)对各指标的作用进行验证。通过验证最终得出旅游机构微博传播力的影响因素,为微博传播力的量化及其影响因素的探究提供理论参考,为旅游机构微博运营提供实践参考。How to ensure the microblog spreading capacity becomes one of the problems that each organization must face after entering into microblog platform.Therefore,it is significant to analyse specific performance and influencing factors of microblog spreading capacity.This paper quantified the microblog spreading capacity based on the entropy method,and established a index set of influencing factors of microblog spreading capacity from the two aspects:the microblog content features and user features.Also,this paper took the tourism organization as the research object to conduct the empirical analysis and uses Elastic Net to verify the indexs effect.Through the verification,it obtained the influencing factors of the microblog spreading capacity of tourism organizations.Finally,this paper provided not only a theoretical reference for the quantification of microblog spreading capacity and the analysis of itsinfluencing factors,but also some practical reference for the microblog operation of the tourism organizations.

关 键 词：微博 传播力 内容特征 用户特征 旅游机构 影响因素 

分 类 号：G206[文化科学—传播学]