【目的/意義】本文研究突發事件情境下媒體官方微博傳播的影響因素,旨在為媒體官方微博提供相關建議,有助于網絡輿情傳播的有序進行。【方法/過程】以"天津危險品倉庫爆炸"事件為背景,以新浪官方微博為平臺收集數據,選取了用戶特征、文本特征和時間特征三個層面,并利用多分Logistic回歸方法,探究各個因素對微博轉發水平的影響、作用方向和作用程度。【結果/結論】研究發現,對于媒體官方微博不同的轉發水平,其各自的影響因素不同,并據此提出了一些建議。

【Purpose/significance】This paper studies the impact factors of the official micro-blog communication under thesituation of emergency, aiming to provide the relevant suggestions for the official micro-blog to help the network publicopinion disseminate in an orderly manner.【Method/process】Taking"Tianjin dangerous goods warehouse explosion"eventas the background, with the official Sina micro-blog as a platform to collect data, according to the relevant data andliterature, this paper select user characteristic, text characteristic and time characteristic variables, and use multipleLogistic regression method to explores the influence of various factors on micro-blog the level of the forward direction anddegree.【Result/conclusion】The study found that,for the media, the official micro-blog forwarding levels rely on theirrespective influnce factors.And then puts forward some suggestions.