舆情卷入风险感知下非理性行为用户画像模型构建与实证研究  

Construction and Empirical Research of User Portrait Model of Irrational Behavior Under Public Opinion Involvement Risk Perception

作　　者：邓春林[1] 刘晓晴 Deng Chunlin;Liu Xiaoqing(School of Public Management,Xiangtan University,Hu'nan,411105;School of Credit Risk Management,Xiangtan University,Hu'nan,411105)

机构地区：[1]湘潭大学公共管理学院,湖南411105 [2]湘潭大学信用风险管理学院,湖南411105

出　　处：《情报资料工作》2025年第1期68-77,共10页Information and Documentation Services

基　　金：国家社会科学基金一般项目“重大突发事件中社交媒体用户的情感体验及引导机制研究”(批准号:20BTQ105)的研究成果之一。

摘　　要：[目的/意义]精准把握不同类型社交媒体用户在舆情卷入风险感知下差异化情境动机状态的内驱因素与非理性表现特征,提高网络舆情风险治理和用户非理性行为规制的靶向性。[方法/过程]基于深度访谈资料,运用扎根理论提取用户标签,在问题解决情境理论框架下构建舆情卷入风险感知下非理性行为用户画像模型并进行实证分析,通过K-Means聚类算法得出4类具有显著差异性的用户画像群体结构。[结果/结论]舆情卷入风险感知下非理性行为用户可以划分为信息上瘾型、被动依从型、利益聚焦型、损失规避型4类,根据不同维度标签特征,可以从需求引导、信息监管、情感重塑、技术赋能4个方面提出行为引导策略。[Purpose/significance]Accurately grasping the driving factors and irrational performance characteristics of different types of social media users'differential situational motivational states under the risk perception of opinion involvement,and improving the targeting of the regulation of irrational user behavior and online public opinion risk management.[Method/process]Based on the semi-structured interview data,user labels are extracted by using the rooting theory,and a social media user portrait model of irrational behavior under the risk perception of public opinion involvement is constructed under the framework of the situation theory of problem solving,and the group structure of four categories of user portraits with significant differences is derived through the K-means clustering algorithm for empirical analysis.[Result/conclusion]The irrational behavior user groups under the perception of risk of public opinion involvement can be divided into four categories:information-addicted,passive-adherent,interest-focused,and lossavoidance,and according to the characteristics of the different dimensional labels,behavioral guidance strategies can be proposed from the four aspects of demand guidance,information regulation,emotional reshaping,and technological empowerment.

关 键 词：舆情卷入 风险感知 社交媒体用户 非理性行为 用户画像 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]