摘要
为研究虚拟社区用户行为的特征并将其应用到推广服务中,本研究以"淘宝网NOKIA社区"为例,采用社会网络分析方法,对虚拟社区用户的特征及其对用户获取信息和购买行为的影响进行实证研究,分析结论与被调查者的实际情况相符合。并在此基础上从构建交流平台、核心人物传播及电子商务体系等方面做分析,旨在使信息或产品的推广从单向传播转变为双向交互。
For analyzing the users＇ behavior feathers of virtual community and applying it to business promotion services and con- structing new promotion models, the paper takes NOKIA community in TAOBAO for example and carries on empirical analysis to users＇ behavior feathers, accessing information and buying using the method of social network analysis. The conclusion is matched up with actual situation. Moreover, the paper expands analysis from the build platform, the core communication and e-commerce system. It aims to extend promotional services for information or products from one-way communication into a two-way interaction.
出处
《图书情报工作》
CSSCI
北大核心
2011年第3期97-100,51,共5页
Library and Information Service
关键词
虚拟社区
社会网络
相关性分析
回归分析
virtual community social network correlation analysis regression analysis
