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Data Analysis and Knowledge Discovery  2019, Vol. 3 Issue (2): 13-20    DOI: 10.11925/infotech.2096-3467.2018.0424
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Examining Reposts of Micro-bloggers with Planned Behavior Theory
Linna Xi,Yongxiang Dou()
School of Economics and Management, Xidian University, Xi’an 710126, China
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[Objective] This paper tries to explore the influencing factors of Microblog (Weibo) user’s reposting behaviors. [Methods] Based on the theory of planned behavior, we evaluted the sentiment of Weibo users and the impacts of the Weibo timeline on users’ reposting behaviors. [Results] The degree of similarity between the real world and online sentiments of Weibo users’, as well as the number of followers had significant impacts on Weibo user’s reposting behaviors. The timeline feature posed little effect to the user’s reposting behaviors. [Limitations] Only examined users logging in Weibo at a specific time. [Conclusions] This study could improve the performance of public opinion management, personalized recommendation, and advertising campains on Weibo.

Key wordsTheory of Planned Behavior      LDA Topic Model      User Behavior Analysis     
Received: 20 April 2018      Published: 27 March 2019

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Linna Xi,Yongxiang Dou. Examining Reposts of Micro-bloggers with Planned Behavior Theory. Data Analysis and Knowledge Discovery, 2019, 3(2): 13-20.

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