消费者口碑传播行为及交互影响的模拟仿真研究

基于元胞自动机模型对消费者正面口碑、负面口碑和中立口碑传播行为之间的影响作用和动态演变进行了模拟仿真,讨论了在不同消费者初始状态、行为保持性、行为传播性和实施不同政策力度条件下,消费者口碑传播行为演化的趋势和状态。模拟结果得到如下结论：a）口碑传播网络中消费者的初始状态对系统演化的走向起重要作用,要重视对现有消费者构成的调查和研究;b）行为传播力度增大,对口碑传播的影响增大,能够引起口碑系统的连锁反应,系统构成发生很大改变;c）消费者自身口碑态度的保持性对口碑系统的演化有重要影响;d）对正面口碑的鼓励政策能够在很大程度上提高消费者的正面传播,从而提高整个系统的消费者忠诚度。研究能够帮助企业正确理解消费者口碑行为及相互影响作用,制定针对性的营销与售后管理策略,从而有效控制和引导消费者口碑行为。     

大数据时代网络负面口碑危机预警研究

在网络语境下,口碑营销越来越受到企业的重视,口碑宣传活动成为影响消费者购物意愿的重要力量.但口碑营销具有双面性,苗头性的负面口碑信息很容易借助网络的便利形成病毒式传播,令企业陷入"信誉危机",甚至造成更为严重的损失.因此,本文将具体探讨大数据时代下网络负面口碑影响,为危机预警机制研究提出相关建议.     

基于价值共创的在线负面口碑处理专家推荐框架研究

大数据环境中在线负面口碑数量大、传播快等特点使企业在“企业-用户”两方参与的处理模式中面临资源短缺、直接参与受阻等问题。基于价值共创思想,通过利用用户创造内容,先从包含互动和资源整合两阶段的整体视角构建负面口碑处理的价值共创模型,然后从投入资源和价值收益过程出发,建立单主体视角的价值共创模型,最后设计了实现价值共创过程的专家推荐框架。     

基于改进SIR的正负面网络舆情信息传播模型与仿真

针对网络舆情传播过程中正负面信息共存的问题,在SIR模型的基础上,引入正面信息澄清者C,构建正负面信息同时传播的SCIR模型,并考虑首页效应和网民异质性,借助多智能体仿真技术对舆情的传播过程进行模拟仿真.仿真结果表明,SCIR模型比SIR模型更吻合现实网络中舆情的传播;第三方机构利用首页发表的声明可信程度越高,越有利于舆情控制,但存在阈值;首页效应对正负面信息的传播具有两面性,网民异质性和正负面信息传播率均对正负面信息竞争结果有显著影响.     

基于凝聚子群的口碑传播机制研究

采集微博营销公众号数据抽取凝聚子群构建网络,建立嵌入凝聚子群因素的信息传播模型SIRC,并以该模型为基础采用Matlab仿真口碑信息在凝聚子群网络上的传播过程,研究了口碑信息在复杂网络和子群网络的传播效应的不同,探索初始传播概率的变化对传播范围的影响,子群凝聚力的大小对传播增进概率的贡献,最后证明SIRC传播模型优于传统的传播模型。实验结果表明子群凝聚力越大,信息传播速度增快的效应越明显;初始传播概率对于信息传播速度作用一般。研究成果对于控制口碑信息传播、营销方案的制定有一定的参考。     

负面网络舆情对商业银行影响机理及应对措施研究

互联网极大丰富了舆情的传播方式，正、负面信息在传播中交互影响，负面信息在非理性个体催化和网民盲从下引发负面网络舆情。本文针对商业银行负面网络舆情事件进行案例剖析，分析出负面网络舆情具有正负面信息博弈频繁、负面信息传播速度快、负面信息辟谣难和风险溢出等特征。基于特征分析结果构建负面网络舆情对商业银行影响机理“5W”模型，并以调查问卷方式对上述影响机理模型进行验证，发现负面信息内容和主体印象会影响负面舆情对商业银行造成的伤害程度，以及负面舆情会打击商业银行市场信心，重构市场份额，存在风险溢出效应等现象。最后，讨论了商业银行在负面舆情事件的事前、事中及事后阶段分别可采用的预防和应对手段。     

基于社区发现的社交网络影响力阻断最大化算法北大核心CSCD

随着社交网络的日益普及,社交网络已经成为信息传播的主要平台之一。由于对社交网络内容监管相对困难,导致一些负面信息容易快速扩散并产生较大的不良影响。影响力阻断最大化问题旨在寻找需要采用正影响的节点集,使信息传播过程中被负向消息影响的节点数量最小化。针对现有社交网络影响力阻断算法运行时间复杂度较高的问题,文章提出了基于社区发现的影响力阻断最大化算法,该算法首先使用社交网络节点的扩展h指数中心性来选择候选种子节点;然后以这些种子节点为起点,利用标签传播算法发现社交网络中的社区;接着通过计算社交网络社区的关系矩阵及当前关系矩阵的模块度对社区进行合并;最后,计算初始种子节点的标签度量等级,选取前k个节点作为具有最大阻断影响力的成员。实验结果表明,该算法阻断性能好,且时间复杂度低。     

网舆监测助力企业获取信息应对危机——访贝叶思咨询IPD市场研究总监何瑞德

随着互联网的不断发展,网络涵盖的信息总量越来越大,并呈现碎片化、非结构化等特点,如何在繁冗的网络信息中精准挖掘出企业所需的价值信息、满足个体需求,成为网络舆情监测的重要课题.网络舆情监测技术不仅能够帮助企业、政府准确收集竞争情报、汇总客户评价和意见,还能及时发现负面信息,助力企业应对市场危机. 《互联网天地》:请您为我们介绍一下网舆监测的主要流程及渠道设置. 何瑞德:网舆监测是利用互联网搜索技术,及时、全面、准确地抓取所有与客户品牌相关的信息,并使用专业的分析模型、技术对信息进行深入分析,从而帮助客户及时进行危机公关、客户体验研究的专业服务.     

网络口碑信息对游客景点选择的影响研究

网络口碑信息对旅游业的发展具有不可忽视的影响。旅游景点网络口碑信息的多样性、共享性、互动性、时效性等特点决定了它对于游客景点选择具有显著的成就效应、引导效应和聚众效应。优化景点网络口碑信息,需要从根本上重视旅游景点的监督管理,推动正面口碑信息的广泛传播,根据负面口碑信息消除景点危机,并利用反馈信息优化景点质量。     

企业负面事件网络舆情应对水平评价研究

随着互联网的发展,企业负面事件网络舆情给企业带来了更为深远的影响,为有效提高企业舆情管理能力,对企业负面事件网络舆情应对水平进行评价十分有必要.从危机预警程度、企业回应情况及企业应对效果三个维度构建企业负面事件网络舆情应对水平评价指标体系,采用熵权法确定不同企业类型的各指标权重,并通过熵权TOPSIS方法对案例事件进行...     

Customer participation,value co-creation and customer loyalty – A case of airline online check-in system

Information communication technologies and self-service technologies, such as self-check-in kiosks or online check-in systems, are widely used in the air transport industry. This study proposes a conceptual model to investigate the relationships among customer participation, co-created values and customer loyalty in an air transport context, and empirically tests the model by using questionnaire survey data collected from Taiwanese airline passengers. In particular, three perceived values (i.e. enjoyment value, economic value and relational value) are specified to represent the passengers' co-created values. The empirical results support the following hypotheses. Customer participation in using an online check-in system is positively related to all three values, which further lead to satisfaction with respect to the system. System satisfaction is also related to satisfaction with respect to the company, and both system satisfaction and company satisfaction have positive effects on customer loyalty.     

How virtual community participation influences consumer loyalty intentions in online shopping contexts: an investigation of mediating factors

Extant studies generally recognise that virtual community building is an effective marketing programme for forging deep and enduring affective bonds with consumers. This study extends previous research by proposing and testing a model that investigates key mediating processes (via trust, satisfaction and identification) that underlie the relationship between virtual community participation and consumer loyalty intentions. The authors test the hypotheses using data obtained from three large online retailing stores. Virtual community participation significantly enhances loyalty intentions, through both social mechanisms (via community identification) and psychological mechanisms (via trust and satisfaction). Moreover, the findings provide insights into the complex relationship between the two mechanisms in online shopping settings. Community identification is a pivotal factor for enhancing customer loyalty intentions. The results advance understanding of the process by which virtual community building facilitates the development of business-to-consumer relationships in the computer-mediated environment. The authors discuss the managerial implications of the findings, as well as avenues for further research.     

Negative online word-of-mouth: Behavioral indicator or emotional release?

The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender’s motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender’s intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research.     

Investigation of online community voluntary behavior using cognitive map

It is difficult even for experts in organizational behavior to cognitively predict the causal effect of one factor on the others. A cognitive map is used to describe the inference process for the investigation of online community voluntary behavior. The investigation of online community voluntary behavior demands consideration of the complex causal effect from support for member communication, perceived community value, recognition for contribution, freedom of expression, and interactive communication, to community commitment, loyalty, and social participation. A standardized causal coefficient estimated in structural equation models (SEMs) is used to create a cognitive map illustrating the effect of the status of one component on the status of another component. The cognitive map provides preliminary insights into the direction of online community voluntary behavior toward maximizing community commitment, loyalty, and social participation.     

Can consumers be persuaded on brand microblogs? An empirical study

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived similarity and source credibility exhibit bias effects on information quality. Community commitment affects participation and brand loyalty, which is also influenced by participation. We expect that this research can contribute to the existing literature and provide marketers with important practical suggestions.     

Effects of outcome, process and shopping enjoyment on online consumer behaviour

Customer value is one of the most powerful forces in today’s marketplace and emerging as the strategic imperative for the 1990s. In this study, we proposed a three-component customer value model for e-commerce. Drawing upon the literature in marketing and information systems, our research model decomposed customer value into process value, outcome value, and shopping enjoyment. The results from this study showed that outcome value and process value contributed significantly to customer satisfaction and loyalty. Also, evidences confirmed that customer satisfaction affect customer loyalty. Enjoyment, however, had no significant positive impact on customer satisfaction.     

Privacy concern and online personalization: The moderating effects of information control and compensation

Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on intentions to engage in positive behaviors. In contrast, the offer of compensation has no effect on the relationship between privacy concern and these behavioral intentions. However, compensation increases the salience of trust to privacy concern.     

Adding clicks to bricks: A study of the consequences on customer loyalty in a service context

With the explosion of the Internet many firms are incorporating technology into their marketing and operations and are adopting a multichannel strategy. The impact of this strategy has been especially high in the services area, which has traditionally relied on close, personal contact between customers and employees. This study explores how overall customer loyalty is built as a consequence of the value provided by each channel (offline and online). It also analyzes the moderating role of complexity of services used and customers’ Internet access in the service value–loyalty link. The model is tested with a sample of 302 multichannel financial services customers who use both the offline (traditional) and the online channel. Results show that offline perceived service value increases online perceived value; offline value has a stronger effect on overall loyalty than online value; and online service complexity and Internet adoption moderate the influence of service value on overall loyalty. Implications for management and theory are discussed.     

Community engagement and online word of mouth: An empirical investigation

How customer engagement in a firm’s social media marketing platform ? online brand community ? might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.     

Consumer behavior in online game communities: A motivational factor perspective

The concept of online communities has been used to improve customers’ loyalty in recent years. While studies on transaction community such as online auction have received more attention in the literature, entertainment community such as online game has seldom been addressed. This study applies the theory of reasoned action (TRA) and modifies the technology acceptance model (TAM) to propose a research model. An empirical study involving 356 subjects was conducted to test this model. The results indicate that customer loyalty is influenced by perceived enjoyment, social norms and preference. Perceived cohesion has an indirect impact on loyalty. In addition, the finding’s practical implication suggests that community managers must overcome the problems users encounter, including suffering from an unstable system, malicious players and grief players.