社交网络中用户关注类型与发帖类型对发帖行为的影响  

Influence of Neighbor and Posting Type on Users’ Posting Behavior in Social Networks

作　　者：周静[1] 沈俏蔚 涂平[2] 王汉生[2] ZHOU Jing;SHEN Qiaowei;TU Ping;WANG Hansheng(School of Statistics,Renmin University of China,Beijing 100872,China;School of Statistics,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学统计学院,北京100872 [2]北京大学光华管理学院,北京100871

出　　处：《管理科学》2019年第2期67-76,共10页Journal of Management Science

基　　金：国家自然科学基金(71702185);中国人民大学2019年度“中央高校建设世界一流大学(学科)和特色发展引导专项资金”

摘　　要：用户在线分享成为人们进行线上交流的主要方式之一,在社交平台上,人们可以选择关注自己感兴趣的用户,这些用户可以是明星,也可以是普通人群。人们在社交平台的发帖行为可以分为发原创帖和转发别人的帖子两种,发帖的数量和质量直接与平台的收入挂钩,因此如何鼓励人们在社交平台上发帖成为研究人员关心的问题。着眼于用户关注类型(意见领袖和非意见领袖)和发帖类型(原创帖和转发帖)对自身发帖行为的影响,采用从新浪微博获取的相关数据,从实证角度分析用户关注类型和发帖类型对自身发帖行为的影响,并运用工具变量的方法解决相关内生性问题。研究结果表明,意见领袖的发帖数(无论是转发帖还是原创帖)对自身发帖行为具有正向影响,非意见领袖的原创帖数对用户的发帖行为有正向影响,转发帖数对用户的发帖行为有负向影响。这是因为意见领袖很少与用户进行互动,做为信息的传递和扩散者,意见领袖的存在为用户提供了良好的发帖素材和来源,对用户的发帖行为产生纯粹的外生影响。然而非意见领袖的转发帖很大程度上会挤压粉丝用于发帖的时间,从而抑制粉丝的发帖行为。研究结果可以帮助研究人员更好地理解意见领袖和非意见领袖在社交平台的作用,洞悉用户发帖背后的动机。对于平台企业来说,营销人员可以根据用户关注的类型进行差异化的营销策略,从而提升平台的活跃度。建议平台企业的营销方案要因人而异,多采取个性化营销。With the booming of online social networks( such as Facebook,Twitter and weibo),user generated content has become one of the main ways for people to communicate and share with each other online. On social platforms,people can choose to follow the users they are interested in,which can be stars or ordinary people. Meanwhile,people’s posting behaviors on social platforms can also be divided into two types: sending original posts and forwarding others’ posts. For platform operators,the quantity and quality of posts are directly related to the platform’s revenues. So how to encourage people to post on social platforms has become one of the most important issues for researchers.This paper focuses on the influence of neighbor type( opinion leader vs. non-opinion leader) and posting type( original vs.forwarding) on individual posting behavior. The data are collected from Sina Weibo,which is a famous Chinese tweeter type social media. From the point of empirical analysis,we analyze the impact of user and posting type on the posting behavior,and use the instrumental variable method to solve endogenous problem. The study found that the number of posts of opinion leaders( whether forwarding or original) had a positive impact on the posting behavior of target users,and for non-opinion leaders,their original posts had a positive impact on target users,yet the forwarding posts had a negative impact. This is because opinion leaders rarely interact with ordinary users. As the transmitter and diffuser of information,the existence of opinion leaders provides good posting materials and sources for ordinary users,and has a purely exogenous impact on users’ posting behaviors. However,for non-opinion leaders,their re-posting will largely squeeze the time used by the target users for posting,thus inhibiting one’s posting behavior.The results of this paper can help researchers to better understand the role of opinion leaders and non-opinion leaders on social platforms,and more deeply understand the motivation behind users’ p

关 键 词：社交网络 用户关注类型 发帖行为 发帖动机 发帖类型 

分 类 号：F713.365[经济管理—产业经济]