基于决策树的网络文化产业发展影响因素实证研究:来自上海的经验证据

Empirical Study on Influencing Factors of Network Cultural Industries Development Based on Decision Tree: Empirical Evidence from Shanghai

以网络文化产品与网络文化产业链为内部因素,以政治环境、经济环境、社会文化环境与技术环境为外部因素,建立网络文化产业发展的影响因素的理论模型。采用决策树方法,基于上海市实证分析发现,网络文化内容创新性、网购配套体系完善度等15个因素进入网络文化产业发展影响因素决策树模型,属于具有显著影响的重要因素。实证结论表明:内容创新是网络文化产业发展的根本,营销体系的完善是网络文化产业发展的关键,社会文化环境是网络文化产业发展最为重要的外部因子。为促进产业发展,建议加快网络文化内容创新与加大创意投入并举,完善网络文化产品营销体系与网购支付体系同行,优化政治、经济、技术、社会文化环境、打造绿色网络文化生态。

The influencing factors model of network cultural industries development include internal factors （ network cultural products and network cultural industries chain） and external factors （political environment, economic environment, social and cultural environment and technological environment）. This paper uses a decision tree method and collects valid questionnaires from Shanghai. The decision tree model contains 15 essential factors such as network cultural content crea- tion, online shopping sophistication matching system, and so on. Empirical results show that： the content innovation is the fundamental development factor; the marketing system is the key factor; social and cultural environment is the most important external factor. To promote industrial development, we should speed up the network cultural contents innovation, improve the marketing system and online shopping payment system of network cultural product, and optimize the political, e- conomic, technological and sociocultural environment, to create a good network cultural ecology.