B2C电子商务环境下UGC动态演变过程的研究

发布时间：2018-03-26 18:22

本文选题：B2C　切入点：电子商务　出处：《哈尔滨工业大学》2014年硕士论文

【摘要】：随着网络营销的发展，UGC成为其最有活力的媒体形式之一。UGC在企业的网络营销中起着关键性的作用，直接影响到企业的经济价值、产品收益、消费者对产品的态度、消费者的购买决策等。如何从UGC方面，提高企业的品牌价值，，成为企业管理者一直关注与探索的问题。虽然当前国内外的一些学者们对UGC的研究深入、范围广泛，但其大多数都停留在对UGC的静态研究，为了弥补不足，本文从动态视角深化和拓展UGC相关理论。对UGC在网络营销方面的研究，虽然已初具规模，但缺乏从动态角度对其进行思考，而随着时间推移、评论数量的增多，UGC也在逐渐发生变化，单纯从静态方面对UGC进行研究已经难以适应网络营销的发展要求。本文通过对静态UGC相关理论进行归纳总结，在此基础上对B2C电子商务环境下UGC动态演变过程进行研究，分析并提出能够全面、系统反应UGC动态演变过程的主要变量，利用计算机Java程序进行网页数据抓取，并用文本分析方法对数据进行处理。以Iphone4手机为对象用小样本数据探索了UGC动态性的存在。在此基础上，对UGC动态演变过程的相关变量进行了分析并提出假设。运用时间序列回归模型与因子分析模型对Iphone4手机数据进行实证检验，用Spss程序进行测算，得出结论。最后，以测算结果为基础，对UGC动态演变过程进行分析，探索其产生的原因，并提出对企业营销决策的启示，以期企业能够以此提高自身品牌价值，获得更大的经济效益。
[Abstract]:With the development of network marketing, UGC has become one of its most dynamic media forms. UGC plays a key role in the network marketing of enterprises, which directly affects the economic value of enterprises, product income and consumers' attitude towards products. How to improve the brand value of enterprises from the aspect of UGC has become a problem that enterprise managers have been paying close attention to and exploring. Although some scholars at home and abroad have studied UGC deeply and extensively, But most of them stay in the static research of UGC. In order to make up for the deficiency, this paper deepens and expands the related theory of UGC from the dynamic angle of view. Although the research on UGC in network marketing has begun to take shape, However, the lack of thinking from a dynamic point of view, and with the passage of time, the number of comments is also gradually changing, only from the static aspects of the UGC research has been difficult to adapt to the requirements of the development of network marketing. Based on the summary of static UGC theory, the dynamic evolution process of UGC in B2C E-commerce environment is studied, and the main variables which can comprehensively and systematically reflect the dynamic evolution process of UGC are analyzed and put forward. The Java program is used to capture the web page data, and the text analysis method is used to process the data. The existence of UGC dynamics is explored with small sample data from Iphone4 mobile phone. The related variables of UGC dynamic evolution process are analyzed and hypothesized. The Iphone4 mobile phone data are tested by time series regression model and factor analysis model, and calculated by Spss program. Finally, the conclusion is drawn. Based on the calculation results, this paper analyzes the dynamic evolution process of UGC, probes into the causes of its emergence, and puts forward the inspiration to the enterprise marketing decision, in the hope that the enterprise can improve its brand value and obtain more economic benefits.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F224

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