Research Of Factors Affecting Network Collective Behavior In The Vision Of Media Convergence

With the progress of network technology and the development of social media,it's more convenient for the spread of irritant events,as a result network collective behavior become more and more frequent,which has negative impact on social stability.In the vision of media convergence,the occurrence and development of network collective behavior becomes more complex and the harm degree is constantly improved.It will cause great harm if it cannot be solved effectively in time.Therefore,research of factors affceting network collective behavior in the vision of media convergence and their relationships has important theoretical and practical significance.Firstly,this paper summarizes the emergence and development of the media convergence,clear its concept,characteristics and function based on the a large number of existing related literatures.At the same time,this paper summarizes the concept,characteristics and classification of network collective behavior,and analyzes the influence of media convergence on network collective behavior from four aspects of communicator,communication content,audience and media.Secondly,this paper identify the four affceting factors of network collective behavior in the vision of media convergence from the overall perspective on the basis of several theories,including the stimulating events,personal characteristics,population structure and situation factors and so on.And then,the executive intention is selected as the explanatory variable based on the theory of planned behavior.Through the analysis of the interaction relationship between factors,proposed the research hypothesis,and built the affecting factors model of network collective behavior in the vision of meida convergence.At the same time,the scale of this paper is designed and developed on the basis of the mature scale.Thirdly,the data were collected by questionnaire,software Spss 21.0 was used to test the reliability and validity of data,software Amos 20.0 was used to test and modify the structural equation of the data.The results show that stimulating events,individual characteristics and group structure have positive effects on executive intention.Situational factors have positive effects on stimulating events,individual characteristics and groupstructure,and indirectly influence executive intention.Finally,combine with the result of the empirical research,give out the management strategy from the four aspects of creating a good network media environment,enhancing the government's emergency supervision ability,developing the role of media communication and guidance,and improving the comprehensive quality of netizens.It not only enriches the theoretical research on network collective behavior in the vision of media convergence,but also provides some help and guidance for the governance of network collective behavior in the vision of media convergence.