摘要
虚拟社区是消费者发布、传播、获取口碑信息的重要渠道,社区成员之间通过口碑信息交流产生购物人际影响关系,然而在虚拟社区中,用户的影响力有很大差异,本文选取约200个虚拟社区(淘宝旺旺群),以社区内约五万名成员的逾百万条淘宝真实交易数据为基础,从社会网络的视角构建表征社区网购人际影响关系的有向有权网,并构建用户影响力模型,挖掘网购意见领袖,探索社区内网购人际交流、传播及影响的规律,为社区口碑营销提供理论基础和实践指导。
The virtual community is an important channel for the consumers to share and obtain word-of-mouth information,the online shopping behavior of the members who are in the same virtual community can influence each other by the word-of-mouth communication.However,there are significant differences in the impaction of the different members.This study selects around 200 virtual communities（Ali Wang Wang group）which have fifty thousand members and more than one million Taobao real transaction records,then we build network by the online interpersonal influence relationships.Finally we build the user model to evaluate the impaction of the members,identify the online shopping opinion leaders,explore the rules of communication,spreading and effecting of word of mouth.This study provides theoretical basis and practice guidance to the community marketing.
出处
《管理评论》
CSSCI
北大核心
2015年第12期80-87,共8页
Management Review
基金
国家自然科学基金项目(70972104)
国家自然科学基金项目(71172199)
中国科学院研究生院院长基金(Y15-101QY00)
博士后科学基金项目(2011M500422)
关键词
虚拟社区
口碑营销
网购
意见领袖
virtual community
word-of-mouth marketing
online shopping
opinion leaders
