用户创新虚拟社区的社会网络关系研究——以M虚拟社区为例

Research on the social network relations of user innovation virtual community:taking M virtual community as an example

在开放式创新愈演愈烈的大环境下,用户体验、用户创新层出不穷,众包成为了企业发挥用户创新价值的重要策略。本文通过社会网络分析法对创新虚拟社区参与"众包"行为的用户关系进行分析。在M论坛中选取了一个月的交互数据作为样本,分别从密度、社群图、中心性等方面来分析用户创新虚拟社区的社会网络结构;并从意见领袖、弱连接、吸引孤立者、思想风暴者等角度对社区建设提出相应的策略,以促进网络结构的优化和虚拟社区集体智慧的发展。结果表明:该虚拟社区的通话模块是一个稀疏型的社会网络结构,群体相对松散,成员之间沟通较少;活跃的粉丝不一定能提出有商业价值的意见,但是活跃在论坛里的用户一方面可以更熟悉该品牌手机的操作,另一方面可以为别人的问题提供帮助;积极发帖可以提供多用户互动的机会,也可获得更多的社会网络关系的机会。

In the environment of increasingly fierce open innovation,user experience and user innovation emerges,and crowdsourcing has become an important strategy for enterprises to utilize the value of users innovative.In this paper,the user relationship of virtual community participating in crowdsourcing behavior is analyzed by social network analysis method.In the M Forum,a month's interactive data is selected as a sample to analyze the crowdsourcing social network structure of virtual communities from the aspects of density,community map and centrality,and corresponding strategies are put forward from the perspectives of opinion leaders,weak connections and attractors of isolated thought storms to promote the network.Structural optimization promotes the collective wisdom development of virtual communities.The results show that:the communication module of the virtual community is a sparse social network structure,with relatively loose groups and less communication among members;active fans may not necessarily be able to provide valuable business opinions,but active users in the forum can be more familiar with the operation of the brand mobile phone,on the other hand,they can help other people's problems;Active users in the forum can be more familiar with the operation of the brand mobile phone;Posting actively can provide opportunities for multi-user interaction,as well as more opportunities for social network relationships.