Web病毒式营销客户信任网络构建

发布时间：2018-03-08 03:09

本文选题：Web病毒式营销　切入点：客户信任网络　出处：《小型微型计算机系统》2013年09期 　论文类型：期刊论文

【摘要】：Web病毒式营销中,客户间的信任关系类似于传统商务环境中实体间的社会关系,信任网络类似于传统商务环境中复杂的社会网络,客户间的信任度量受客户认知水平、交易金额、交易时间等因素影响,难以给出准确的量化.为探明这种信任网络的本质内涵以及降低信任关系的复杂性,结合电子商务的认知理论和方法,详细分析和定义了实体属性以及实体关系.给出一种基于客户特征数据和交易数据的客户信任网络模型CNTM(Customer Network of Trust Model),提出三种不同应用环境下的信任网络构建策略COS(Customer Occupation based Strategy),CIS(Customer Interest based Strategy)和COIS(Customer Occupation and Interest based Strategy),并分别给出信任度计算方法.与已有研究相比,提高了信任网络的覆盖率,保证了信任网络的信任强度并有效的改善了冷启动问题.
[Abstract]:In Web viral marketing, the trust relationship between customers is similar to the social relations between entities in the traditional business environment, and the trust network is similar to the complex social network in the traditional business environment. In order to find out the essential connotation of the trust network and reduce the complexity of the trust relationship, it is difficult to give accurate quantification because of the factors such as transaction amount and transaction time, combining with the cognitive theory and method of electronic commerce. The entity attribute and entity relation are analyzed and defined in detail. A customer trust network model, CNTM(Customer Network of Trust Model, based on customer characteristic data and transaction data is presented, and three strategies for building trust network under different application environment are proposed. COS(Customer Occupation based strategy (COS(Customer Occupation based strategy) and COIS(Customer Occupation and Interest based strategy (COS(Customer Occupation based strategy) and COIS(Customer Occupation and Interest based strategy are given respectively. It improves the coverage of the trust network, ensures the trust intensity of the trust network and effectively improves the cold start problem.
【作者单位】：沈阳航空航天大学计算机学院;
【基金】：辽宁省自然科学基金项目(201102172)资助
【分类号】：TP393.0

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