基于虚拟社区自发性团购的网络结构及信息传播研究
发布时间：2018-12-27 09:53
【摘要】：互联网已经成为现代人们生活中越来越重要的部分。随着人们对于互联网的依赖逐渐增强,许多现实生活中的需求和活动也逐渐向网络世界迁移,一些基于相同兴趣和爱好的人们借助于各种网络平台和工具,聚集在一起形成具有相对稳定关系的网络群体,也就是我们所谓的虚拟社区。互联网的迅速普及也带动了电子商务的蓬勃发展,团购是近年来流行起来的新型的电子商务模式,由商家发起的团购是目前市场上主要的团购模式,也是众多研究者的关注重点。然而随着社交网络和虚拟社区的不断成熟,网络团购市场上也逐渐兴起了一种由消费者自发组织的团购行为,我们称之为自发性团购,这种团购模式的特点在于具有更强的聚集性和互动性,而虚拟社区中成熟的关系模式、沟通渠道以及管理机制恰恰为自发性团购的滋生和发展提供了良好的基础,因而我们将研究对象锁定为基于虚拟社区的自发性团购。 研究中以以北邮人论坛-团购版为例,以版内113条团购相关发帖和253个参与成员信息、作为研究对象,运用社会网络分析方法进行了样本网络结构分析,主要对样本的密度、程度中心性、中间中心性、接近中心性、小团体、网络社群图进行了量化的分析,研究发现,网络的密度相对疏松,网络并未呈现出十分明显的中心性,但成员之间的中心度差异较大,说明该虚拟社区成员间的交流并不是很密切,成员之间的关系相对均衡,而小团体分析的结果表明整个网络的分散化现象严重,网络结构扁平化趋势明显。 在此基础上,我们又分析了虚拟社区自发性团购下的信息传播模式,社区成员之间的交流互动已经不仅限于团购,而是加入了更多情感的因素,团购行为与虚拟社区的关系可以互相促进,而信息传播具有中心性和分散化并存的特点：处于网络中心的节点发布的信息传播得更快,发起的团购更容易得到响应；但从整体网来看,信息的传播又呈现出分散性。
[Abstract]:The Internet has become an increasingly important part of modern people's lives. As people become more and more dependent on the Internet, many real-life needs and activities are gradually migrating to the Internet world, and some people based on the same interests and hobbies resort to various network platforms and tools. Gather together to form a relatively stable network of groups, or what we call virtual communities. The rapid popularization of the Internet has also led to the vigorous development of electronic commerce. Group buying is a new electronic commerce model that has become popular in recent years, and group buying initiated by merchants is the main group purchase mode in the market at present. It is also the focus of attention of many researchers. However, with the continuous maturity of social networks and virtual communities, the online group buying market is also gradually emerging a self-organized group buying behavior by consumers, which we call spontaneous group buying. The characteristics of this mode are that it has stronger agglomeration and interactivity, and the mature relationship model, communication channel and management mechanism in virtual community provide a good foundation for the breeding and development of spontaneous group buying. Therefore, we focus our research on spontaneous group buying based on virtual community. In the study, taking the Beiyou Tribune-Group purchase Edition as an example, taking 113 group purchase posts and 253 member information as the research object, using the social network analysis method to analyze the sample network structure, the paper mainly analyzes the sample density. Degree centrality, intermediate centrality, proximity centrality, small group, network community map are quantitatively analyzed. The study found that the density of the network is relatively loose, and the network does not show a very obvious centrality. However, the difference in centrality among the members shows that the communication among the members of the virtual community is not very close, and the relationship among the members is relatively balanced. The results of the small group analysis show that the whole network is decentralized seriously. The trend of flat network structure is obvious. On this basis, we also analyze the information dissemination mode of spontaneous group purchase in virtual community. The interaction between community members is not limited to group purchase, but more emotional factors are added. The relationship between group purchase behavior and virtual community can promote each other, and the information dissemination has the characteristics of centrality and decentralization: the information released by the node in the center of the network spreads more quickly, and the group purchase initiated is easier to get the response; But from the overall network point of view, the dissemination of information also presents a dispersal.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.09
本文编号：2392886
[Abstract]:The Internet has become an increasingly important part of modern people's lives. As people become more and more dependent on the Internet, many real-life needs and activities are gradually migrating to the Internet world, and some people based on the same interests and hobbies resort to various network platforms and tools. Gather together to form a relatively stable network of groups, or what we call virtual communities. The rapid popularization of the Internet has also led to the vigorous development of electronic commerce. Group buying is a new electronic commerce model that has become popular in recent years, and group buying initiated by merchants is the main group purchase mode in the market at present. It is also the focus of attention of many researchers. However, with the continuous maturity of social networks and virtual communities, the online group buying market is also gradually emerging a self-organized group buying behavior by consumers, which we call spontaneous group buying. The characteristics of this mode are that it has stronger agglomeration and interactivity, and the mature relationship model, communication channel and management mechanism in virtual community provide a good foundation for the breeding and development of spontaneous group buying. Therefore, we focus our research on spontaneous group buying based on virtual community. In the study, taking the Beiyou Tribune-Group purchase Edition as an example, taking 113 group purchase posts and 253 member information as the research object, using the social network analysis method to analyze the sample network structure, the paper mainly analyzes the sample density. Degree centrality, intermediate centrality, proximity centrality, small group, network community map are quantitatively analyzed. The study found that the density of the network is relatively loose, and the network does not show a very obvious centrality. However, the difference in centrality among the members shows that the communication among the members of the virtual community is not very close, and the relationship among the members is relatively balanced. The results of the small group analysis show that the whole network is decentralized seriously. The trend of flat network structure is obvious. On this basis, we also analyze the information dissemination mode of spontaneous group purchase in virtual community. The interaction between community members is not limited to group purchase, but more emotional factors are added. The relationship between group purchase behavior and virtual community can promote each other, and the information dissemination has the characteristics of centrality and decentralization: the information released by the node in the center of the network spreads more quickly, and the group purchase initiated is easier to get the response; But from the overall network point of view, the dissemination of information also presents a dispersal.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.09
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