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Study on the Influential Factors of Micro-blog Forwarding

机译：微博转发的影响因素研究

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摘要

The secondary forwarding of micro-blog can realize the fission transmission of micro-blog information, so the researches on Influential Factors of micro-blog retweeting has become a research hotspot of current scholars. Based on Lasswell’s 5W model, this paper comprehensively analyzes the factors influencing micro-blog forwarding from the standpoint of disseminator, content, channel and audience, and puts forward 16 research hypotheses, then constructs an influential factors model of micro-blog retweeting, and finally verifies the hypothesis based on binary logistic regression analysis model. Data analysis results show that the count of the fans of a disseminator, count of micro-blogs of a disseminator, mean count of micro-blogs being forwarded of a disseminator, mean count of micro-blogs being commented and thumbed of a disseminator, length of micro-blog, popularity of micro-blog, followees count of an audience, activity of audience retweeting, an audience’s retweeting concern to his followee show a positive effect on the behavior of retweeting, while richness of micro-blog, emotion words, count of fans of the audience have a negative impact on the retweeting behavior.
机译：微博的二次转发可以实现微博信息的裂变传输，因此对微博转派的影响因素的研究已成为当前学者的研究热点。本文基于Lasswell的5W模型，全面分析了影响Micro-Blog转发的因素，从传播者，内容，渠道和观众中提出了16个研究假设，然后构建了一种影响微博转扬的因素模型，最后基于二元逻辑回归分析模型来验证假设。数据分析结果表明，传播者的粉丝计数，传播者的微博数计数，均衡的微博的数量转发的传播者，平均数量评论和解除传播者的微观博客，长度微博，微博的普及，受众的追随者，观众的活动转发，观众对他的追随者的关注令对转发行为的积极影响，而微型博客，情绪词汇的丰富性观众的粉丝对转发行为产生负面影响。

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