Research of Forwarding Behaviors of Users in Micro Blogs

Recently, with the increasingly popularity of microblog, all sorts of people release and get information through the microblog. They gain the convenience in their lives at the same time Inevitably facing more kinds of rumor. For the influence forwarding behaviors of users have on spread of news, research based on forwarding behaviors of users has significant importance to interest recommendation, marketing, curbing rumors and so on. To solve the problem, Sina microblogging, for example, we analyzed and studied factors affecting the user forwarding behavior in use of the acquired data after data preprocessing. First, we divided them into two categories: user attributes and content attributes. User attributes consists of microblogging number of users´ fans, concerns, collections and microblogg released by users. Content attributes refer to the emotional tendency of users to publish microblog, that is, whether the emotion is positive or negative. We used the processed data to analyze and study the effect on forwarding behavior of these factors, and finally conclude a result of factors that affect the users´ forwarding behavior.