新浪企业微博口碑传播的实证研究  

Empirical research on enterprise micro-blogs' word-of-mouth of Sina Weibo

作　　者：张晶[1,2] 黄京华[1,2] 黎波[2] 严威[2] 

机构地区：[1]清华大学现代管理研究中心,北京100084 [2]清华大学经济管理学院,北京100084

出　　处：《清华大学学报（自然科学版）》2014年第5期649-654,共6页Journal of Tsinghua University(Science and Technology)

基　　金：国家自然科学基金资助项目(71272028);教育部人文社科重点研究基地重大项目(13JJD630008)

摘　　要：该文针对企业微博的口碑传播,基于口碑营销理论和产品类型研究,对企业微博转发数的影响因素进行研究,建立了企业微博的口碑传播模型。企业微博的转发数受到粉丝数和产品类型的影响。通过抓取新浪企业微博的实际运营数据,运用面板数据模型对模型的系数进行了估计。研究结果表明:企业微博的转发数受到粉丝数和新增粉丝数的影响;并存在正的自相关,即前一天的转发数会正向影响后一天的转发数;产品类型对企业微博的转发数有显著的影响,提供体验型产品的企业转发数高于提供搜索型产品企业的转发数。Information about a company＇s micro-blog is often spread by word-of-mouth.This paper uses a company micro-blog word-of-mouth model to analyze the factors affecting the number of retweets of a micro-blog,based on word-of-mouth marketing theory and a product type model.The number of retweets of a company micro-blog information is affected by the number of fans and the product type.This study uses crawled data of a company micro-blog to estimate the correlation coefficients using apanel data model.This study shows that not only do the number of fans and the increasing number of an enterprise micro-blogs influence the number of retweets,but they also have positive autocorrelation.The product type also influences the number of retweets,with greater influence for products the user has personally used than for products seen in searches.

关 键 词：企业微博 口碑传播 转发 产品类型 

分 类 号：F270.7[经济管理—企业管理]