网络意见领袖对危机信息传播效果的影响因素研究

摘要

意见领袖在危机事件网络传播过程中的地位备受关注，其在网络舆论形成期、扩散期、转折期和消弭期都发挥了重要作用。通过实证研究对信息传播能力、网络位置及与受众的关系程度等影响意见领袖在危机信息传播中发挥作用的关键因素与危机信息传播效果之间的关系进行分析，试图厘清网络危机传播中意见领袖发挥作用的机制，为建立意见领袖的管理体系，完善网络危机传播的有效应对机制，加强对危机传播中意见领袖的信息控制与引导提供理论借鉴。%The opinion leaders online play an important role in the crisis communication. This study explores the impact of the opinion leaders' information communication ability, their position on web, and their connection strength with the public and the influence of these factors on the crisis communication effect through an empirical study based on the theory of social network. The results show that the three aspects have positive influences on the crisis communication effect. According to the research result, we offer some practical advices from the angle of using the power of opinion leaders online to the full in effective crisis management.