社交媒体用户群体互动行为特征研究——以微信用户群分享为例  

Users’ Interaction Behavior Characteristics of Social Media:An Exploration of Wechat Group’s Sharing Behavior

作　　者：张大勇[1] 许磊[2] 孔洪新 Zhang Dayong

机构地区：[1]哈尔滨工业大学互动媒体设计与装备服务创新重点实验室,黑龙江哈尔滨150001 [2]哈尔滨工业大学计算机科学与技术学院,黑龙江哈尔滨150001

出　　处：《情报理论与实践》2019年第10期97-101,116,共6页Information Studies:Theory & Application

基　　金：国家社会科学基金项目“社交媒体突发公共事件的协同应急机制研究”(项目编号:14CXW045);教育部人文社会科学基金项目“大数据驱动的社交媒体用户角色识别与链接预测研究”(项目编号:19YJA630106);黑龙江省留学归国人员科学基金项目“大数据驱动下社交网络信息级联与群体观点涌现机制研究”(项目编号:LC2018031)的成果之一

摘　　要：[目的/意义]以微信用户群分享数据为样本,对用户群体互动行为进行直接观察,对于社交媒体中信息定向投放和舆情导控有着重要的意义。[方法/过程]通过构建APP平台实现了微信用户信息采集,并借助于人类动力学对微信用户群内分享对象选择、互动内容选择和分享行为时间特征进行了分析。[结果/结论]研究表明微信中分享行为存在显著的阵发性,群内用户趋向于异配连接,但多数用户是以旁观者身份出现,高频率互动仅停留在少数参与者层面,而带有情绪诱导和相关利益引导标题的文章能够唤起更多用户的互动意愿。[局限]数据来源不够广泛,有可能导致研究偏差。[Purpose/significance] Taking the sharing data of Wechat group as a sample,our study is to explore the temporal characteristics of social user group interaction behavior,and to provide the reference for directional information delivery and public opinion guidance.[Method/process] Wechat user’ sharing and reading behavior records are collected through self-built APP platform,and the connection tendency of interaction users and time characteristics of interaction behaviors are quantitatively analyzed with the help of human dynamics.[Result/conclusion]The time interval distribution of user sharing behavior in Wechat group deviates from the exponential distribution obviously and has a strong burstiness effect;the users in the group tend to have heterogenous connections,but most users appear only as bystanders;the articles titled with emotional induction and benefit guidance can arouse more users’ interaction willingness.[Limitations]The collected data was not comprehensive which might generate some biased results.

关 键 词：微信 信息分享 社交媒体 用户群体 

分 类 号：G252[文化科学—图书馆学] G206