新媒体环境下企业与用户信息交互行为模型及特征研究

Research on Enterprises and Users Information Interaction Behavior Model and Characteristics in New Media Environment

[目的／意义]通过研究新媒体环境下企业与用户之间的信息互动行为，了解用户信息交互行为特征，帮助企业了解用户需求，为用户提供更好的服务，从而提高企业的核心竞争力。[方法／过程]采用社会网络和语义分析方法，选取汽车行业的3个代表性企业，用点度中心性、中间中心度、接近中心度和特征向量中心度指标分析企业与用户信息互动的转发与被转发行为、关注与被关注行为、评论与被评论行为和互动凝聚性；用语义关键词词频分析信息互动词频，进而通过5个特征属性指标呈现新媒体环境下企业与用户进行信息互动的行为特征。[结果／结论]基于社会网络分析和语义分析方法构建的新媒体环境下企业与用户信息互动的行为模型可以作为企业与用户进行信息互动分析的研究框架；数据分析结果表明企业可以利用新媒体平台加强与用户之间的信息互动进而提升产品及服务的竞争力：

[ Purpose/significance ] Researching information interaction between enterprises and users under the new media environment, and understanding user information interaction behavior characteristics, can help enterprises to under- stand the user needs to provide better service, so as to improve the core competitiveness of enterprises. [ Method/ process ] By social networks and semantic analysis method, combined with the auto industry of three representative enter- prises, it analyzes forwarding and forwarded, attention and focused, and reviews and commented behavior and interactive cohesion of enterprise and users information interaction with point centrality, betweenness centrality, closeness centrality and eigenveetor centrality. It uses semantic keyword word frequency to analyze information interactive word frequency, and then presents the behavior characteristics of enterprises and users in the new media environment through five feature attrib- ute indexes. [ Result/conclusion ~ This article is based on social network analysis and semantic analysis to build the be- havior model of enterprises and user information interaction under new media environment, which can be used as research framework to analyze information interaction between enterprise and user. The results of data analysis show that enterprises can use new media platforms to enhance information interaction with users and improve the competitiveness of products and services.