专业虚拟社区情境下的绿色技术扩散网络研究

Research on the Diffusion Network of Green Technology in the Context of Professional Virtual Community

摘要:

采用社会网络分析方法,考察了环保论坛这一专业虚拟社区内的绿色技术扩散网络整体状况、网络中的技术信息流动及其受控情况以及信息交流中存在的小群体。研究发现社区内不同类型绿色技术的扩散网络发展不均衡,同时技术扩散整体水平偏低；社区成员间信息交流比较顺畅,但信息传递不够发散；少数核心成员在末端治理技术和绿色产品信息传播中占据主导地位,同时绿色技术信息在传递和交流中较少受到中介控制；社区成员在信息交流和互动中存在显著的群体分化。

Abstract:

This paper takes the environmental protection BBS which is a professional virtual community as the research object and uses social network analysis method to investigate the overall situation of the green technology diffusion network in the community, flow of technical information and its controlled situation in the network and small groups in the information communication. The study finds that the developments of the diffusion networks of different types of green technologies in the community are uneven and the overall level of technology diffusion is low; the communication of technical information between members of the community is relatively smooth, but the message is not spreading; a few core members are dominant in the diffusion of end-management technology and green products, at the same time, green technical information is less controlled by intermediaries in transmission and communication; there is a significant group differentiation among community members in the process of their participating in green technology communication.