Evaluation Method of Information Dissemination Efficiency within Professional Virtual Community: Based on Chinese College and University Students

Abstract

The professional virtual community is a unique form of network social communication with the development of the Internet and new media technology. It is a network aggregation space formed by the combination of network user groups for some specific reasons. The professional virtual community, which is characterized by virtual social interaction, thematic concentration, free expression and exclusive environment, has become the main medium for Chinese college and university students to interact online. Different from ordinary Internet users, college and university students prefer to communicate with professional virtual communities and are more easily guided by information from virtual communities. Exploring the evaluation method of information dissemination efficiency is helpful in comparing the difficulty of information publishing and receiving among different professional virtual communities, and to formulate reasonable media operation strategies. At the same time, it can also help college and university administrators better understand students' online social behaviors and provide more targeted services. Based on the characteristics of professional virtual community information dissemination, this paper designs an evaluation index system from static and dynamic dimensions. In order to facilitate comparison, a 5-point scale is used to design the evaluation criteria for all indicators. EWM is used to generate objective weights of indicators, and TOPSIS is used to realize comprehensive evaluation and efficiency ranking. Finally, eight professional virtual communities commonly used by Chinese college and university students are used as examples to measure the effectiveness of the evaluation method.