Research On Influencing Factors And Index System Construction Of News Contact Depth Of Mobile Netizens

Short and fast mobile Internet media bring fragmented news content,which meets the audience’s demand for instant and diversified news.However,fragmented reading is not conducive to the audience’s systematic absorption of news information,and the depth of news contact reflects valuable value in the era of fast food reading.The primary goal of studying the news contact depth of mobile netizens is to analyze the influencing factors of the news contact depth of mobile netizens and then construct its evaluation index system.This paper takes mobile netizens as the research object,starts from the logic level of influencing factors of news contact depth,and explores the evaluation mechanism of mobile netizens’ news contact depth through qualitative and quantitative methods based on relevant literature research at home and abroad.Firstly,based on the three-level coding of grounded theory,a model of influencing factors of news contact depth of mobile netizens is constructed,and three main categories of individual audience,communication subject and environmental stimulus are summarized.Secondly,the initial indicators were extracted based on in-depth interview,and the index system was screened and modified by factor analysis method and Delphi method.Three first-level indicators,six second-level indicators and 28 third-level indicators were determined.The constructed index system highlights the complexity and variability of mobile Internet.The first-level index breaks through the analysis mode of single subject,the second-level index focuses on the role and influence of each subject in the process of news contact,and the third-level index shows the new phenomenon and new characteristics of netizens’ news contact under the background of mobile Internet.Specific indicators such as news forwarding and sharing,community context and information equipment are put forward to enrich the evaluation index system.Finally,all levels of index weight calculated by using analytic hierarchy process(ahp),the results show the audience the individual weight with the largest share,transmission is the second main factors of the weight,environmental stimulation factors were weighted is lower than the former two,all levels of the establishment of the index weight for the mobile Internet news contact depth evaluation provides a quantitative standard,In order to provide some reference for the application of the index system and the development of news activities.