虚拟社区用户忠诚度评价指标构建及实证分析  

Construction and Empirical Analysis of User Loyalty Evaluation Index in Virtual Community

作　　者：谢海欧[1] 曹艳爱[2] XIE Hai＇ou;CAO Yan＇ai(Hunan Institute of Technology,Hunan Yueyang 414000,China;Guangdong University of Finance,Guangdong Guangzhou 510521,China)

机构地区：[1]湖南理工学院,湖南岳阳414000 [2]广东金融学院,广东广州510521

出　　处：《农业图书情报学刊》2018年第9期33-37,共5页Journal of Library and Information Sciences in Agriculture

基　　金：湖南理工学院校级科研项目"虚拟社区网站用户忠诚度指标体系研究"(项目编号:H20120716S);湖南省教育厅一般项目"高校数字图书馆用户价值与忠诚度关系实证研究"(项目编号:HN20141205)

摘　　要：用户忠诚度是虚拟社区的核心竞争力,忠诚用户是虚拟社区主要的效益来源,用户忠诚度评价指标体系是用户忠诚评价问题研究的重要内容。从忠诚度设计原则出发,采用定性和定量相结合方法,建立虚拟社区用户忠诚度指标评价体系,利用层次分析法计算用户忠诚度指标权重并给出忠诚度评价值计算的具体方法。结合某具体虚拟社区,利用实际情况对忠诚度计算过程进行了验证。研究结论可作为虚拟社区细分用户的依据,并以此基础为用户提供价值。User loyalty is the core competitiveness of virtual community and loyal user is the main benefit source. The evaluation index system of user loyalty is an important content in user loyalty evaluation research. Based on the principle of loyalty design, a virtual community user loyalty index evaluation system was established by combining qualitative and quantitative methods, and using the AHP to calculate the weight of user loyalty index, and the concrete method to calculate the evaluating value of loyalty evaluation was given. Combined with a specific virtual community, it also verified the process of loyalty calculation. The conclusion of the study can be used as the basis of subdivision of users in virtual communities and provide value to users on this basis.

关 键 词：虚拟社区 用户忠诚度指标 忠诚度模型 

分 类 号：G250[文化科学—图书馆学]