CAJ | 학술논문

本文在国内外学者的研究基础之上，结合微博用户的特点，从多主体理论的角度研究微博的信息传播机制，构建基于多主体的微博信息传播模型。用传染病动力系统建模的方法来研究微博热度的影响因素，用Cox比例风险模型研究微博持续度的影响因素。然后以新浪微博为研究样本对模型进行验证，得出结论：该模型能够很好地描述微博信息的传播机制，适用于分析微博的热度和持续度。最后，根据研究结论对政府的议程设置和企业的微博营销提出一些针对性的管理建议。
본문재국내외학자적연구기출지상，결합미박용호적특점，종다주체이론적각도연구미박적신식전파궤제，구건기우다주체적미박신식전파모형。용전염병동력계통건모적방법래연구미박열도적영향인소，용Cox비례풍험모형연구미박지속도적영향인소。연후이신랑미박위연구양본대모형진행험증，득출결론：해모형능구흔호지묘술미박신식적전파궤제，괄용우분석미박적열도화지속도。최후，근거연구결론대정부적의정설치화기업적미박영소제출일사침대성적관리건의。
This essay researches the micro-blogging information dissemination mechanism from the point of view of the theory of multi-agent based on the researches of scholars both at home and abroad and the characteristics of micro-blogging users, a multi-agent-based micro-blogging information dissemination model is then built. Modeled by using the infection-related epidemic dynamical systems to stud-y the influencing factors of the hotness of micro-blogging, using the Cox proportional hazards regression model to study the influencing factors of the sustainability of micro-blogging, taking the Sina Weibo as the study sample to test the proposed model, the paper draws con-clusions that the model can describe the micro-blogging information dissemination mechanism well, and is applicable to analyze the micro-blogging hotness and sustainability. Management advices for government's agenda-setting and enterprise's micro-blogging marketing are presented finally according to the conclusions.