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[目的 /意义]探索网络舆情受众体参与舆情事项创建传播的动机,为把握网民心理,引导网络舆论正确走向提供理论依据。[方法 /过程]基于定性与定量混合的研究视角,依据扎根理论采集研究资料并通过编码从中抽离出10个动机范畴,根据形式概念分析理论结构化分析动机范畴的关系意义,为原始资料编码过程融入定量思维。[结果 /结论]揭示受众体的3种参与动机对舆情事项的危机程度、突发程度、管控难度的影响,为从参与动机的视域下划分受众群体、有的放矢地干预网络舆情提供借鉴。
[Purpose / Significance] To explore the motivation for the audience of online public opinions to participate in the creation and dissemination of public opinion issues, and provide a theoretical basis for grasping the psychology of Internet users and guiding the correct direction of online public opinions. [Methods / Processes] Based on the research perspective of qualitative and quantitative mixing, 10 research areas were collected based on grounded theory, and 10 motivational categories were extracted from them by coding. According to the formal concept analysis theory, the relational meaning of motivation categories was analyzed structurally to encode the original data Process into quantitative thinking. [Results / Conclusion] The three kinds of participation motivation of the audiences are revealed to reveal the impact of the crisis on public opinion issues, the degree of emergency and the difficulty of management and control, and to provide reference for the purpose of dividing the audiences from the perspective of motivation.