健身娱乐产品互联网消费传染行为机理研究  

Research on the Mechanisms of Internet Consumption Contagion Behavior of Fitness and Entertainment Products

作　　者：韩晨 Han Chen(College of Physical Education,Chengdu University,Chengdu,Sichuan,610106)

机构地区：[1]成都大学体育学院,四川成都610106

出　　处：《成都大学学报（社会科学版）》2022年第5期48-60,共13页Journal of Chengdu University (Social Sciences)

基　　金：四川省教育厅人文社会科学重点研究基地项目“成都世界赛事名城建设与休闲体育产业发展耦合机制研究”(项目编号:XXTYCY2021C07)。

摘　　要：为了探究健身娱乐产品在互联网信息传播过程中所产生的消费行为及其传染机理,以健身娱乐产品互联网消费传染行为为研究对象,通过对健身娱乐产品在线口碑的调查,基于其网络特征应用复杂网络传播动力学的SIRS方法,分析在线口碑传播对健身娱乐产品消费增长的促进作用以及不同消费者在互联网消费传染过程中不同的行为特征。研究发现,在线口碑传播对健身娱乐业的互联网消费传染行为有着正向促进作用,且对不同类型消费者的促进作用不同,从而找出健身娱乐产品销售量增长的关键人群与因素,并在此基础上基于不同类型的传播者所展现出的不同消费特征提出具有针对性的经营策略。In order to investigate the consumption behavior of fitness and entertainment products in the process of Internet information dissemination and its contagion mechanism, this paper takes the Internet consumption contagion behavior of fitness and entertainment products as the research object. An investigation of online word-of-mouth of fitness and entertainment products is carried out and the SIRS method of complex network propagation dynamics based on its network characteristics is applied in this paper. It analyzes the effect of online word-of-mouth communication on the consumption growth of fitness and entertainment products and the role of different consumers in the Internet consumption contagion. We analyze the role of online word-of-mouth communication in promoting the growth of fitness and recreation product consumption and the different behavioral characteristics of different consumers in the process of Internet consumption contagion.The study finds that online word-of-mouth communication has a positive contribution to the Internet consumption contagion behavior of the fitness and entertainment industry, and the promotion effect differs for different types of consumers, thus identifying the key people and factors for the sales growth of fitness and entertainment products.

关 键 词：健身产品 消费传染 体育产业 在线口碑 传播动力学 

分 类 号：F769[经济管理—产业经济]