随着互联网和计算机技术的发展，越来越多的网民习惯从网络上获取自己需要的信息资 源、分享自己的经验或抒发情感，而这些活动的重要载体就是各种类型的网络虚拟社区，如 微博、知乎、抖音、豆瓣等。在虚拟社区中，网络意见领袖是保持社区用户粘度、提高社区 用户活跃度的重要存在，其言论往往能得到社区其他用户的追捧与追随并且在他们在虚拟社 区中具有较高的威望。因此，网络意见领袖对于虚拟社区平台本身以及想要在社区进行营销 的企业具有重要的商业价值。但在有些虚拟社区中，其部分用户通过传播低俗内容、扮演“鬼 畜形象”来博人眼球，以成为网络中的新晋意见领袖，但其热度往往如昙花一现。尽管如此， 这种网络意见领袖的成长方式被越来越多的网民学习，对整个网络文化传播的风气造成了不 良影响。 本文期望通过研究好评度较高的豆瓣网中的用户的行为特征来探索出那些影响力稳定发 展的意见领袖的形成与演化机制，利用社会网络分析法识别意见领袖，利用面板数据分析网 络用户的专业度和活跃度对其影响力的作用途径。研究发现短期内影响力得到提升的网络用 户往往积极在线上发表言论、与其他网友互动并积极组织与发起线下活动；网络社区与现实 社区一样存在一定程度的“阶级固化现象”，短期内想实现阶级跨越需要强大的外力协助；对 于大部分社区用户而言，扩大并保持其影响力，提升自身专业度比积极社交更重要；对于不 同类型的网络意见领袖，其保持网络热度的方式也不尽相同。 关键词:网络意见领袖，虚拟社区，社会网络分析法，豆瓣网II Abstract With the development of the Internet and computer technology,more and more netizens are accustomed to obtain the information resources they need from the Internet,share their experiences or express emotions.The important platform for these activities are various types of network virtual communities,such as Weibo.In the virtual community,opinion leaders are important to maintain the viscosity and liveness of the community.Their comments are often sought after by other Internet users and have high prestige in the community.Therefore,opinion leaders have important business value.However,in some virtual communities,in order to become popular leaders,some of the netizens spread vulgar content and play the role of“ ghost animal image”,but their popularity is often short-lived.Despitet his, the growth of this kind of online opinion leader influence more and more netizens,which has adversely affected the atmosphere of the entirenet workculture. This paper hopes to explore the formation and evolution mechanism of opinion leaders which has stable influence.The social network andalysis method is used to identify opinion leaders,and panel data analysis method is used to analyze how the degree of activity,the speciality affects netizens influence of netizens.It is found that online users whoes influence is improved if they actively express their opinions,interact with the rnetizens,and initiate activities;The online community has the same“class solidification phenomenon”as the real community;To achieve class leapfrogging requires the help of a strong external force in the short term;For most Internet users,it is more important to enhance their professionalism than to join social activity to expand their influence. Keywords: network opinion leader, virtual community, social network analysis, douban networkIII 目录 第一章 绪论............................................................................................................................................................. 1 1.1研究背景与意义........................................................................................................................................ 1 1.1.1 研究背景 ......................................................................................................................................... 1 1.1.2 研究意义 ......................................................................................................................................... 2 1.2研究方法与内容........................................................................................................................................ 2 1.2.1 研究方法 ......................................................................................................................................... 2 1.2.2 研究内容 ......................................................................................................................................... 3 1.3可能的创新点与难点................................................................................................................................ 3 第二章 文献综述..................................................................................................................................................... 4 2.1网络意见领袖相关研究 ............................................................................................................................ 4 2.1.1 意见领袖的内涵 ............................................................................................................................. 4 2.1.2 网络意见领袖的内涵 ..................................................................................................................... 4 2.1.3 网络意见领袖的特征 ..................................................................................................................... 5 2.1.4 网络意见领袖的作用 ..................................................................................................................... 6 2.1.5 网络意见领袖的识别 ..................................................................................................................... 7 2.2虚拟社区相关研究.................................................................................................................................... 9 2.2.1 虚拟社区的内涵 ............................................................................................................................. 9 2.2.2 虚拟社区的分类 ............................................................................................................................. 9 2.2.3 虚拟社区的特征 ........................................................................................................................... 10 2.3社会网络分析法...................................................................................................................................... 10 2.3.1 社会网络分析法的内涵 ............................................................................................................... 10 2.3.2 社会网络分析的基本要素 ............................................................................................................11 2.3.3 社会网络分析方法度量指标 ........................................................................................................11 2.4本章小结.................................................................................................................................................. 14 第三章 网络意见领袖的形成机制研究 ............................................................................................................... 15 3.1网络社区的选定...................................................................................................................................... 15 3.2网络意见领袖的识别.............................................................................................................................. 16 3.2.1 数据获取 ....................................................................................................................................... 16 3.2.2 数据预处理 ................................................................................................................................... 17 3.2.3 社会网络分析法识别 ................................................................................................................... 19 3.2.4 用户统计学特征识别 ................................................................................................................... 24 3.3网络意见领袖的形成.............................................................................................................................. 28 3.3.1 新晋网络意见领袖 .........................................