真实及虚拟社区的网购人际影响关系网络结构特征研究  

Sociel Network Characteristics of Online Shopping Interpersonal Relationship in both Real and Virtual Communities

作　　者：张崇[1] 吕本富[2] 彭赓[2] 

机构地区：[1]北京语言大学信息科学学院,北京100083 [2]中国科学院研究生院管理学院,北京100190

出　　处：《数学的实践与认识》2015年第12期133-147,共15页Mathematics in Practice and Theory

基　　金：国家自然科学基金(70972104);国家自然科学基金(71172199);中国科学院研究生院院长基金(Y15101QY00);博士后科学基金(2011M500422)

摘　　要：真实社区及虚拟社区是消费者发布、传播、获取口碑信息的重要渠道,社区成员之间通过口碑信息交流产生购物人际影响关系,本文选取约200个真实社区和400个虚拟社区,以社区内约十万名成员的两百万条淘宝真实交易数据为基础,从社会网络的视角构建表征社区网购入际影响关系的有向有权网,并用社会网络分析法从网络内含度、网络密度、中心性、凝聚子群四方面对社区人际影响关系网络的结构特征进行研究,探索社区内网购人际交流、传播及影响的规律,为社区口碑营销提供理论基础和实践指导..Both real and virtual communities are important channels for consumers to release, disseminate or access to reputation information, and shopping interpersonal relationship ap- pears among community members who communicate with each other through word of mouth. This paper selects 200 true communities and 400 virtual communities, and takes two million real trading data of 100,000 Taobao users in these communities as a basis. We build a network with direction and weight for characterizing online shopping interpersonal of communities from the perspective of social network. Through social network analysis, we further study structure characteristics of community online shopping interpersonal influence from four dimensions, namely network containing degrees, network density, centrality, and cohesive subgroup. We attempt to explore law of interpersonal communication, dissemination and effect within com- munities, and provide a theoretical basis and practical guidance for word of mouth marketing within communities.

关 键 词：社会网络分析 真实社区 虚拟社区 口碑营销 网络结构 

分 类 号：F724.6[经济管理—产业经济] TP393.09[自动化与计算机技术—计算机应用技术]