产品质量安全网络舆情下的企业网络声誉研究  

A Research on Enterprise Online Reputation under Internet Public Opinion of Product Quality and Safety

作　　者：张庆民[1,2] 吴春梅[3] 刘小峰[4] 

机构地区：[1]南京大学工程管理学院,江苏南京210093 [2]南京财经大学管理科学与工程学院 [3]南京审计学院国际审计学院,江苏南京211815 [4]南京财经大学会计学院,江苏南京210046

出　　处：《华东经济管理》2014年第4期98-103,共6页East China Economic Management

基　　金：国家自然科学基金青年项目(71301070);中国博士后科学基金面上项目(20110491377);江苏省教育厅高校哲学社会科学项目(2012SJB630024)

摘　　要：产品质量安全问题成为顾客衡量企业声誉的重要内容,尤其在社会化媒体下,产品质量舆情对企业网络声誉的影响作用日趋明显。文章从网络舆情演化视角出发,分析了产品质量舆情对企业网络声誉的影响,建立了顾客感知的产品质量舆情与企业网络声誉的关系,基于两者间的相关性,以天涯论坛为例运用产品质量舆情量化了企业网络声誉值。结果显示,运用产品质量舆情的时间衰减特性、帖文内容影响分布、舆情演化高潮期等特性比仅仅依靠帖文数量测度企业网络声誉更具有合理性,为企业提升企业网络声誉提供了一种有效途径。Product quality and safety issues become important contents to measure enterprise reputation, especially the im-pact of product quality public opinion on enterprise online reputation has become increasingly obvious under the social me-dia. From the perspective of the evolution of internet public opinion, the paper analyzes the impact of product quality public opinion on enterprise internet reputation, builds the relations between the consumer perception of product quality public opinion and enterprise internet reputation. Based on the correlation between product quality public opinion and enterprise in-ternet reputation, taking Tianya Community Forum as an example, the value of enterprise internet reputation is calculated by using the product quality public opinion. The results show that enterprise online reputation has a time attenuation character-istics of the public opinion, posts influence distribution, and an orgasm features of the public opinion evolution are more rea-sonable than only depending on the number of posts. The model provides an effective way to improve enterprise internet rep-utation.

关 键 词：网络舆情 企业网络声誉 产品质量安全 社区论坛 

分 类 号：F273.2[经济管理—企业管理]