信息瀑布和连接强度视角下从众信息转发行为感知差异比较研究  

A Comparative Study on the Perceived Difference of Herd Information Retweeting Behavior from the Perspective of Information Cascades and Tie Strengths

作　　者：曹芬芳 李爱民 叶艳 黄程松 CAO Fenfang;LI Aiming;YE Yan;HUANG Chensong(School of Management,Anhui University,Hefei,230601;China Jiliang University Library,Hangzhou,310018;School of Cyber Science and Engineering,Nanjing University of Science and Technology,Nanjing,210094;Business School,Wuxi Vocational College of Science and Technology,Wuxi,214028)

机构地区：[1]安徽大学管理学院,合肥230601 [2]中国计量大学图书馆,杭州310018 [3]南京理工大学网络空间安全学院,无锡210094 [4]无锡科技职业学院商学院,无锡214028

出　　处：《图书情报知识》2024年第1期108-120,共13页Documentation,Information & Knowledge

基　　金：国家社会科学基金青年项目“需求侧数据驱动的图书馆空间服务评价与体验优化研究”(21CTQ011)的研究成果之一。

摘　　要：[目的/意义]旨在探索从众信息转发行为的感知影响因素,为有效引导用户从众信息转发行为、规范社会化媒体信息传播秩序提出建议。[研究设计/方法]基于信息瀑布和连接强度理论,以个体感知差异为切入点,使用问卷调查法搜集有效样本数据352份。采用偏最小二乘结构方程模型方法进行量表有效性检验,利用独立样本T检验、单因素方差分析和双因素方差分析进行数据分析。[结论/发现]社会化媒体用户因个体差异而对强连接、弱连接、无连接、从众信息转发行为等变量的感知存在显著影响。不同类型连接强度水平越高,用户对从众信息转发行为感知程度越高。用户个体差异与从众信息转发行为之间的关系因连接强度程度不同而存在不同程度影响,强连接与性别、弱连接与学科对从众信息转发行为具有显著的交互作用。[创新/价值]为从众行为和信息转发行为研究提供新的理论视角,以丰富和深化从众行为和信息转发行为领域的已有研究。[Purpose/Significance]This paper aims to explore the key perceptual factors that influence the retweeting behavior of the herd and provide a reference for effective guidance of users'herding information retweeting behavior and standardization of the order of social media information dissemination.[Design/Methodology]From the perspective of information cascades and tie strengths,352 valid samples were collected using the questionnaire method within individual perception differences as the starting point.The partial least squares structural equation modeling method were used to verify scale validity,and the independent samples t-tests,one-way analysis of variance(ANOVA)and two-way ANOVA were employed to analyze valid data.[Findings/Conclusion]The study finds that social media users have significant differences on their perception of variables such as strong ties,weak ties,absent ties,and herding information retweeting behavior due to individual differences.The higher the level of different types of ties strengths is,the higher users'perceptions of herding information retweeting behavior are.Moreover,the relationship between users'individual basic characteristics and herding information retweeting behavior varies with the degree of tie strengths,with strong ties to gender and weak ties to discipline having significant interactive effects on herding information retweeting behavior.[Originality/Value]The result of this research will provide a new theoretical perspective for future herd behavior and information retweeting behavior research,which helps to enrich and deepen the existing research in these fields.

关 键 词：从众信息转发 信息瀑布 连接强度 个体差异 社会化媒体 

分 类 号：G252[文化科学—图书馆学]