CAJ | 학술논문

基于媒介影响力形成的接触、接受、保持和提升4个环节，构建了以广度因子、深度因子、强度因子和效度因子为主要维度的微博意见领袖影响力评价指标体系。运用层次分析法，在专家群体决策的基础上赋予了各评价指标的权重。从微博中选取了10位意见领袖作为样本进行实证分析，研究发现粉丝规模、微博接受深度、线下知名度和二次传播力度是扩大影响力的关键。
기우매개영향력형성적접촉、접수、보지화제승4개배절，구건료이엄도인자、심도인자、강도인자화효도인자위주요유도적미박의견령수영향력평개지표체계。운용층차분석법，재전가군체결책적기출상부여료각평개지표적권중。종미박중선취료10위의견령수작위양본진행실증분석，연구발현분사규모、미박접수심도、선하지명도화이차전파력도시확대영향력적관건。
Based on four stages of the formation of media influence: contact, acception, maintenance and enhancement, this paper estab-lished an influence evaluation index system of microblog opinion leaders, using wide factor, deep factor, strong factor and efficient factor as the main factor dimension. This paper assigned the weight to each evaluation indicator on the basis of experts-group decision-making through the method of AHP. This paper selected 10 opinion leaders from the microblog as an empirical analysis of samples, the study found that quantity scale of fans, accepted depth of microblog, offline reputation and secondary communication efforts were the key to ex-panding the influence.