哪些高校电子口碑会影响中国学生的大学选择?——网络问答社区中学生择校信息的内容分析  

Which University’s Electronic Word-Of-Mouth Influence Chinese Student College Choice?——A Content Analysis of Community-based Question Answering

作　　者：李玉 闫寒冰[2] 罗淳 LI Yu;YAN Hanbing;LUO Chun

机构地区：[1]华东师范大学教育学部教育信息技术学系,上海200062 [2]华东师范大学开放教育学院(上海教师发展学院),上海200062 [3]上海第二工业大学计算机与信息工程学院,上海201209

出　　处：《中国人民大学教育学刊》2022年第4期130-148,共19页Renmin University of China Education Journal

摘　　要：随着互联网和社会性媒体的兴起,高校开始尝试借助互联网平台进行招生宣传工作,这也是潜在学生最常使用的信息搜寻方式之一。基于高校招生激烈竞争和学生择校困扰的双重需求,本研究采用内容分析法,对社交网络问答社区(CQA)中参与者的提问这一数据源进行分析,揭示“准学生”在社会性媒体中最常搜寻的择校信息,以期提供微观视角下学生择校信息搜集行为的证据支持。对1 095个样本问题的内容分析结果显示,“专业>学校>城市”等电子口碑(eWOM)是潜在学生在虚拟社交网络中最主要的择校信息需求;备选项竞争与评价阶段是择校信息搜集的高频阶段;不同教育层次的学生对eWOM的信息处理需求存在着影响因素的偏好差异。With the emerging of the Internet and social media, higher educational institutions(HEIs) have gradually begun to conduct enrollment propaganda activities on the Internet platform, which is also one of the most frequently used information searching methods for potential students. Nowadays HEIs are faced with a fierce competition, as all of them wanted to attract high-quality students. As for the students, most of them are having difficulty in finding a right university. Based on the demands from both sides, this study employs content analysis method to analyze the data from the participants question descriptions in the Online Community-based Question Answering(CQA) looking forward to finding out the most frequent information that the “prospective students” searched in social media. By doings so, we hope that from a micro perspective the evidence collected from this thesis can provide support in students’ selection of universities. After analyzing 1095 samples, the results are as follows: in virtual social networks the electronic Word-of-Mouth(eWOM) such as “major > university > city”, were the main aspects that students pay attention to. Besides, potential students inclined to search more information in the following field: the competition between alternative options and evaluation stages. What’s more, students of different education levels had different needs for eWOM information processing, and there were differences in their preference for a suitable university.

关 键 词：学校选择 择校因素 网络问答社区 内容分析 信息搜寻 

分 类 号：G434[文化科学—教育学]