Analysis Of Conformity Behavior Of College Microblog Users Based On Social Network Theory

Microblog has quickly became a platform for information exchange and interaction and sought after and be loved by college students with its characteristics such as abundant information, decentralized and fission transmission way and so on. As a kind of behavior for college students in the process of using the microblog, microblog conformity has a profound impact on access to information and opinions expressed of college students from microblog. So analyzing behavioral characteristics, influence and cause of conformity behavior of college microblogs users has vital significance in promoting college students’ network socialization and regulate the network behavior of college students.Based on the social network theory and conformity theory, this paper analyzes the conformity behavior of college microblogs users from the perspective of management, sociology and psychology. By using social network methods to study the relationships structure of college microblogs users, this paper has find that the network of college microblogs users is comparative sparsity, and members are uneven distribution, and status, function and role of each person are different. By analyzing the survey, it found that college microblogs users have strong conformity on the language expression, attention aspects and opinions expressed. There is a positive correlation between the micrlblog participation, strong relationship and microblog opinion leaders and the degree of college students conformity. Conformity behavior of college microblogs users is mainly affected by the factors of microblog environment, personal characteristics and groups. In these factors,environment and communities are positively correlated with the microblog conformity behavior, and the environmental impact is the most important factor, and the higher of microblog group identity, the higher degree of conformity behavior of college microblogs users. The personal characteristics is negative correlated with the microblog conformity behavior, and the stronger of the individual autonomy initiative, the less likely of conformity. Finally, it put forward advice from micro-blog environment, college education and college students themselves three aspects to normative conformity behavior of college microblogs users. By building a good microblog operating environment and guideing students to establish good habits, we shoud play an active role on the conformity behavior and overcome the negative influence of conformity behavior of college microblogs users.