意见领袖权威性及所发布信息类型对微博用户跟从行为的影响
文献类型：学位论文
| 作者 | 任博娟 |
| 答辩日期 | 2023-06 |
| 文献子类 | 继续教育硕士 |
| 授予单位 | 中国科学院大学 |
| 授予地点 | 中国科学院心理研究所 |
| 其他责任者 | 周洁 |
| 关键词 | 微博 意见领袖权威性 信息传播 舆论引导 跟从行为 |
| 学位名称 | 理学硕士 |
| 学位专业 | 发展与教育心理学 |
| 其他题名 | The influence of opinion leaders' authority and the type of posted information on the following behavior of Weibo users |
| 中文摘要 | Opinion leaders' comments frequently shape public opinion, even dictate users' choices and behaviors, and effect the depth and scope of social event communication. Social networks have become widely popular among adolescents and have become a tool for receiving information, learning, socializing, and expressing themselves, and play an important role in their growth. Adolescents are at the critical stage of establishing self-identity and are prone to group polarization and conformity behavior due to their need for identity and collective identification but lack of ability to recognize complex online information. It is important for the regulation of social opinion to better play the role of positive guidance of opinion leaders in the dissemination of public opinion on social public events. Exploring the path of influence of opinion leaders, making full use of their influence, and guiding them to play the role of "life guide", can effectively reduce the phenomenon of polarization of youth online groups and help youth establish correct values. This paper divided Weibo opinion leaders into four groups according to their authority based on trait professionalism (whether they are officially certified professionals) and topic professionalism (whether the topic being discussed is in their area of expertise), including trait professional topic professional (e.g., professional lawyers giving their opinions on legal topics), trait professional topic nonprofessional (e.g., well-known doctors giving their opinions on economic topics), trait nonprofessional topic professional (e.g., parenting bloggers giving their opinions on home education topics), and trait nonprofessional topic nonprofessional (e.g., beauty bloggers giving their opinions on healthcare policy topics). Subjective information based on personal experience and objective information based on facts make up the two types of information that opinion leaders shared. Study 1 uses a text analysis methodology. The first phrase involved gathering 319 tweets on Sina Weibo from various opinion leaders on seven trending topics and analyzed users' following behavior (retweeting, commenting, and liking). Findings showed that opinion leaders with professional traits who offered fact-based, objective material on their professional topics, and opinion leaders with nonprofessional traits who posted subjective information based on personal experience, would attract the most following behavior. We also discovered that users' following behaviors were influenced by both the authority of opinion leaders and the type of information they shared. The second phrase investigated the analysis of the emotion vocabulary in the comments revealed the mediating role of positive and negative emotions in this interaction model: different types of information posted by opinion leaders with different authority influence users' following behavior by evoking their emotional experience. Studies 2 and 3 used experimental methods to select three Weibo hot topics with positive and negative user feedback, respectively, to explore how opinion leaders' authority and messages affect users' following behavior by receiving different types of messages from different opinion leaders, and to investigate the mediating roles of perceived value and perceived trust and emotional factors in opinion leaders' authority and messages affecting users' following behavior. The results show that perceived value and positive emotion play a chain mediating role between opinion leaders' authority and users' following behavior, i.e., opinion leaders' authority evokes users' positive emotion by influencing users' perceived value, which in turn influences users' following behavior. The findings can provide certain ideas and insights for the practice of Weibo opinion guidance and serve to establish correct values of youth and regulate their online behavior by exerting the influence of online opinion leaders. |
| 英文摘要 | 意见领袖针对社会事件所发表的言论，往往能够影响舆论的走向，甚至决定用户的决策和选择，影响社会事件传播的深度和广度。研究意见领袖对用户跟从行为的影响，可以更好地发挥意见领袖在社会公共事件舆论传播中的正向引导作用，对于社会舆论的监管具有重要的意义。特别是当前社交网络在青少年群体中已经得到广泛普及，成为当前青少年群体接收信息、学习、社交、表达的工具，在其成长过程中发挥着重要的作用。青少年群体处于建立自我认同的关键期，出于身份归属和集体认同的需要，且由于其缺乏对复杂网络信息的辨识能力，极易产生“群体极化”和“从众”行为。探索意见领袖影响力路径，发挥意见领袖“领路人”作用，可以有效减少青少年网络群体极化现象的发生，帮助青少年树立正确价值观。 本文聚焦微博意见领袖，基于权威性的两个维度一一特质专业性(是否为官方认证的专业人士)以及话题专业性(所讨论话题是否为其专业领域)将意见领袖分为四类:特质专业话题专业型(如专业律师谈法律)，特质专业话题非专业型(如知名医生谈金融)，特质非专业话题专业型(如非官方认证的育儿博主谈家庭教育)和特质非专业话题非专业型(如非官方认证的美妆博主谈家庭教育)。同时将意见领袖发布的信息分为主观经验型和客观事实型两种。研究一采用文本分析法，收集不同意见领袖在7个热门话题下所发表的319条微博，通过对微博信息下用户跟从行为(转发、评论、点赞)的分析发现，意见领袖权威性及其发布信息的类型对用户跟从行为存在交互作用:特质专业的意见领袖在其专业的话题下发布客观事实型信息能够获得最多的跟从行为，特质非专业的意见领袖在其不专业的话题下发布主观经验型信息会获得用户最多的跟从行为。 研究二和研究三采用实验法，分别选取3个微博热搜中用户总体反馈积极和消极的话题，操纵用户接收不同意见领袖发布的不同类型的信息，探索意见领袖权威性与信息类型如何影响用户跟从行为，并考察感知价值、感知信任与情绪因素(积极情绪、消极情绪)在意见领袖权威性和信息类型影响用户跟从行为中的中介作用。结果表明，感知价值和积极情绪在意见领袖权威性与用户跟从行为之间起到链式中介作用，即:意见领袖的权威性通过影响用户的感知价值而唤起用户的积极情绪，从而影响用户跟从行为。 该研究结论可以为微博舆情引导实践提供一定的思路和启示，也可以为通过发挥网络意见领袖的影响力树立青少年正确价值观、规范青少年网络行为服务。 |
| 语种 | 中文 |
| 源URL | [http://ir.psych.ac.cn/handle/311026/45137]  |
| 专题 | 心理研究所_社会与工程心理学研究室 |
| 推荐引用方式 GB/T 7714 | 任博娟. 意见领袖权威性及所发布信息类型对微博用户跟从行为的影响[D]. 中国科学院心理研究所. 中国科学院大学. 2023. |
入库方式： OAI收割
来源：心理研究所
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