网络社区意见领袖的识别及其影响分析

发布时间：2018-03-18 15:23

本文选题：意见领袖　切入点：用户行为分析　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络社区是一种兴趣爱好相同的人群交流思想、分享知识的虚拟社区。在社区中,积极活跃的人群常常获得人们关注,成为现实中明星一般的人物,这类人在过往的研究中被称之为“意见领袖”。在网络社区中,意见领袖引导着整个网络社区的交际过程,是网络社区主要的内容提供者和方向引领者,对网络社区环境的建设具有重要作用。对于每一个网络社区来说,每一位意见领袖都是其十分宝贵的资源,越早发现意见领袖越有利于社区的发展和壮大。本文正是以此为出发点,尝试对网络社区中的意见领袖进行识别。本文以网络问答社区知乎为研究对象,通过对知乎中用户的行为特征进行分析,从影响力和活跃度两个方面对用户的行为进行了总结,构建了识别网络社区意见领袖的指标体系。并利用这一指标体系通过系统聚类的方法对抽样数据进行建模,从用户的行为数据中对意见领袖进行了识别。通过对意见领袖的行为特征进行了分析,提取出用户的聚类中心并用k-means聚类和EM聚类对大样本中的意见领袖进行识别,证明了通过用户特征对意见领袖识别是切实可行的。本文最后通过对用户行为特征和聚类结果的分析,对网络社区意见领袖的行为特征进行了总结,从而为网络社区的管理者提供了一定的意见和建议。
[Abstract]:The online community is a virtual community with the same interests and interests to exchange ideas and share knowledge. In the community, active and active people often get attention and become stars in reality. These people have been referred to as "opinion leaders" in past studies. In the online community, opinion leaders guide the entire online community's communication process and are the main content providers and direction leaders in the online community. It plays an important role in the construction of network community environment. For every online community, every opinion leader is a very valuable resource. The earlier we discover the opinion leaders, the more conducive to the development and growth of the community. This paper is just to try to identify the opinion leaders in the online community. This paper takes Zhihu as the research object. By analyzing the behavior characteristics of users in Zhihu, this paper summarizes the behavior of users from the aspects of influence and activity. The index system of identifying the opinion leaders of the network community is constructed, and the sampling data is modeled by this index system through the method of systematic clustering. By analyzing the behavior characteristics of the opinion leaders, the clustering center of the users is extracted and the opinion leaders in large samples are identified by k-means clustering and EM clustering. It is proved that it is feasible to identify opinion leaders by user characteristics. Finally, through the analysis of user behavior characteristics and clustering results, this paper summarizes the behavior characteristics of opinion leaders in network communities. Thus provides certain opinion and suggestion for the network community manager.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D669.3

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