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【目的】研究社交媒体舆情信息传播规律和信息传播效果影响因素,为政府管理实践和相关决策提供参考依据。【方法】结合5W传播模式和议程设置理论对信息传播因素提出假设,采用相关性分析进行验证。【结果】研究发现传播群体中意见领袖群体对传播效果影响最大,微博发布者属性与传播效果存在正相关关系,信息传播数量与传播效果成负相关关系。【局限】由于受到时间、技术等限制,只选择单一话题在单一时间内的传播情况做了实证分析。【结论】对政府机构、新闻媒体、大型企业等管理者了解舆情传播影响情况及舆情信息影响因素探索研究具有重要意义。
【Objective】 To study the influencing factors of social media public opinion information dissemination rules and information dissemination effect, and to provide reference for government management practice and related decision-making. 【Method】 Based on the 5W propagation model and agenda setting theory, this paper proposes hypotheses on the factors of information dissemination and verifies it by using correlation analysis. 【Result】 The study found that opinion leaders groups in communication groups had the greatest impact on communication effects. There was a positive correlation between the attributes of publishers and communication effects, and the number of communication was negatively correlated with the transmission effects. [Limitations] Due to time, technology and other constraints, only choose a single topic of communication in a single time to do an empirical analysis. 【Conclusion】 It is of great significance for government agencies, news media, large enterprises and other managers to understand the impact of public opinion dissemination and the influencing factors of public opinion information.