CAJ | 학술논문

该文从媒体性和社交性两方面入手，区分两种效应对于信息传播产生的影响。实证分析了新浪微博中大规模的信息转发行为，发现大规模转发链的信息扩散路径呈现出比较明显的星形结构，尤其是大度节点对于信息传播规模及传播速度的促进作用非常明显；另一方面，发现社交结构中好友的转发行为能提高用户转发的概率，且关系相对较强的双向好友之间的影响更大。
해문종매체성화사교성량방면입수，구분량충효응대우신식전파산생적영향。실증분석료신랑미박중대규모적신식전발행위，발현대규모전발련적신식확산로경정현출비교명현적성형결구，우기시대도절점대우신식전파규모급전파속도적촉진작용비상명현；령일방면，발현사교결구중호우적전발행위능제고용호전발적개솔，차관계상대교강적쌍향호우지간적영향경대。
In this paper, we try to distinguish between the two impacts from media and sociability for information spreading. We analyze the forwarding behavior in Sina Weibo and find that the large-scale microblogs’ forwarding chain spread path presents an obvious starlike structure, in which the big degree nodes play a very important role in promoting information spread scale and velocity. In addition, we observe that friend forwarding behavior can improve the user’s forwarding probability, and the impact is greater from the reciprocal links.