社会化网络营销效果评价研究——以导购网站为例  

The Research of Social Network Marketing Effectiveness Evaluation in a Case Study of Shopping Guide Website

作　　者：李姗[1] 熊翔[1] 柳瑶[1] 

机构地区：[1]华中师范大学信息管理学院,湖北武汉430079

出　　处：《现代情报》2013年第8期43-47,共5页Journal of Modern Information

基　　金：教育部人文社科规划基金项目"面向Web3.0的大众分类研究"(项目编号:10YJA870026);国家社科基金项目"大众分类中标签间语义关系挖掘研究"(项目编号:12BTQ038)的研究成果之一

摘　　要：本文在文献分析和深度访谈的基础上,提取了可能影响导购网站营销效果的评价指标并且建立模型,使用SPSS对数据样本预处理后利用结构方程软件LISREL进行模型测量和模型构建及修正,验证了相关假设,重构了导购网站营销效果评价模型。为揭示导购网站营销效果的内在驱动规律,监控网络舆情提供理论依据,对帮助服务商开发出"以用户为中心"的产品和服务,引导导购网站健康良性发展提供有益的参考。The paper extracted the evaluations that may affect the shopping guide website marketing effectiveness and built the model using the literature analysis and in-depth interviews.The data sample of the survey was analyzed by SPSS software.And the underlying assumptions were verified when the model was measured and corrected by LISREL.This study provided theoretical basis of explaining the internal driving laws of shopping guide website marketing effect,monitoring network public opinion.Finally,the application of this study results provided useful references to help service providers to develop＂user-centric＂products and services,which was really useful to guide a sound development of shopping guide website.

关 键 词：社会化营销 导购网站 结构方程模型 营销效果测评 

分 类 号：F713.36[经济管理—产业经济]