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Analysis of the Participation Motivation of Information Audience in the Network Public Opinion Events
Received date: 2016-02-01
Revised date: 2016-04-05
Online published: 2016-05-05
[Purpose/significance] In order to grasp the psychology of the public opinion audience, this paper focuses on the research of the motivation to participate in the network of public opinion events and offers a theoretical basis to guide the online public opinion with appropriate direction.[Method/process] With a qualitative and quantitative perspective, based on the grounded theory, ten motivation categories have been extracted from the coding and the significance of the motivation category was systematically analyzed with the help of the formal concept analysis to incorporate quantitative thinking into the encoding process of original data.[Result/conclusion] The influence of three kinds of motivation in terms of the crisis, the unexpected degree and the difficulty of management from public opinion events has been revealed. This provides references to divide the audience groups from the perspective of motivation and intervene the network public opinion purposely.
Gao Junfeng . Analysis of the Participation Motivation of Information Audience in the Network Public Opinion Events[J]. Library and Information Service, 2016 , 60(9) : 91 -98 . DOI: 10.13266/j.issn.0252-3116.2016.09.013
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