社会网络意见领袖对客户间接价值的影响

发布时间：2018-05-01 10:26

本文选题：社会网络 + 客户间接价值　；参考：《商业研究》2017年09期

【摘要】：从社会网络理论出发,通过对国内某移动通讯运营商提供的用户之间通话和短信数据以及消费记录的分析,提炼出用户通话网络与短信网络的结构特征,对网络结构变量进行主成分分析与聚类分析,并将现有客户分为不活跃用户、中等活跃用户和意见领袖,将客户的价值分为直接价值与间接价值,探究意见领袖对客户间接价值的影响。回归分析表明意见领袖的作用主要体现在提升客户间接价值上,其个人消费金额(直接价值)与其他消费者并无显著差异。但是,由于其在网络中所处的地位和活跃程度,使得与意见领袖间接联系的消费者的消费金额有了显著提高。这一研究结论表明衡量客户价值应以个人的消费额度为基础,而且一个客户的价值还应该包含他的社会关系价值;为了稳定广大客户长期在网,通信服务业要注重对意见领袖的识别和维护,他们具有加固网络联系的作用。
[Abstract]:Based on the theory of social network, by analyzing the telephone and short message data and consumption records provided by a mobile communication operator in China, the structural characteristics of telephone network and short message network are extracted. The principal component analysis and clustering analysis of network structure variables are carried out, and the existing customers are divided into inactive users, middle active users and opinion leaders, and the customer value is divided into direct value and indirect value. Explore the influence of opinion leaders on the indirect value of customers. The regression analysis shows that the role of opinion leaders is mainly to enhance the indirect value of customers, and there is no significant difference between the personal consumption amount (direct value) and other consumers. However, due to its status and activity in the network, consumer spending by indirect contact with opinion leaders has increased significantly. The conclusion of this study shows that the value of a customer should be measured on the basis of the amount of personal consumption, and that the value of a customer should also include the value of his social relations; in order to stabilize the vast number of customers in the network for a long time, Communication service industry should pay attention to the identification and maintenance of opinion leaders, they have the role of strengthening network links.
【作者单位】：中央财经大学统计与数学学院;中国人民大学统计学院;
【基金】：国家自然科学基金青年项目,项目编号:11601539;国家自然科学基金重点项目,项目编号:11631003 中央高校基本科研业务费专项资金“中央财经大学科研创新团队支持计划”资助中国人民大学新教师启动基金项目,项目编号:17XNLF08
【分类号】：F626

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