用户交互对产品知识认知扩散的影响及社区激励研究  

The Influence of User Interaction on the Cognition and Diffusion of Products Knowledge and Community Incentive Research

作　　者：张静 郭伟[1] 王磊[1] 赵楠[3] 石丽雯[1,2] 安蔚瑾 Zhang Jing;Guo Wei;Wang Lei;Zhao Nan;Shi Liwen;An Weijin(School of Mechanical Engineering,Tianjin University,Tianjin 300072,China;Renai College,Tianjin University,Tianjin 301636,China;School of Mechanical Engineering,Tianjin University of Technology and Education,Tianjin 300222,China)

机构地区：[1]天津大学机械工程学院,天津300072 [2]天津大学仁爱学院,天津301636 [3]天津职业技术师范大学机械工程学院,天津300222

出　　处：《科技进步与对策》2018年第16期7-15,共9页Science & Technology Progress and Policy

基　　金：工信部天津滨海工业云公共服务平台及应用推广项目(2016.12.17);天津市科技计划项目(15PTZSTG00010)

摘　　要：网络产品社区中以用户发帖、评论为代表的深度交互行为是快速认知新产品知识并传播扩散的动力源泉。基于社会资本理论,依托小米社区论坛手机产品板块,采用数据挖掘与社会网络分析方法,分别从具有典型交互行为特征用户的发帖数量与质量角度,研究用户交互对产品知识认知扩散的影响。结果表明,用户发帖作为响应社区活动的特殊评论形式,其发帖数量对扩散有显著正向影响;发帖题目长度对扩散有显著负向影响;过长或过短的发帖内容长度都会对扩散产生显著负向影响;新帖发布者的发帖内容平均长度与用户社交行为习惯相吻合,简要少量的信息能够有效激励用户的高频次交互。研究结果有助于指导社区针对典型交互行为特征用户提出相应的激励策略,促进社区新产品推广并使用户快速形成产品认知。The deep interactive behavior represented by user's posting and comment in online product community is the power source that users fast cognition of new product knowledge and spread and diffusion.Based on the theory of social capital and relying on the mobile product plate of the Xiaomi community forum,this paper uses data mining and social network analysis methods,researching the influence of user interaction on the cognition diffusion of products knowledge from the point of the number and quality of publishing posts from users with typical interactive behavior characteristics.Research shows that the user's posting as a special form of comment in response to community activities,the number of postings has a significant positive impact on diffusion,and the length of posting title has a significant negative impact on diffusion;too long or too short length of the posting both have a significant negative impact on the spread;moreover,the average length of the posting content by new posting publisher is consistent with the user's social behavior habits,and a few information can incentive the users'high frequency interaction effectively.The results of research will help to guide product community to propose corresponding incentive strategies for typical users,promoting the spread of new products in community,and enabling users to form product cognition quickly.

关 键 词：网络产品社区 用户交互 产品知识 认知扩散 社区激励 

分 类 号：F274[经济管理—企业管理]