基于Holling-Ⅱ功能反应函数的口碑传播模型

发布时间：2018-02-16 23:47

本文关键词： 意见领袖 Holling-Ⅱ 口碑传播模型　出处：《计算机工程与应用》2017年19期 　论文类型：期刊论文

【摘要】：随着社交化电子商务的蓬勃发展,以社交网络为基础的第三代购物信息供应链有效地压缩了产品与消费之间的距离。意见领袖作为其中重要一环,利用其专业性和影响力可以实现优质商品信息的高效传递。因此以社交化电子商务为研究背景,着力研究意见领袖培养对提高信息供应链效率的重要影响。综合运用Holling-II型功能反应函数和传统稳定性理论构造包含意见领袖在内的口碑传播模型,研究发现意见领袖对消费者购买意愿的影响作用远远大于传统广告营销。相关研究结果将有助于提高社交化商务平台对意见领袖的重视程度,对其培养自有意见领袖,积极主动进行口碑管理有重要借鉴意义。
[Abstract]:With the booming development of socialized e-commerce, the third generation shopping information supply chain based on social network has effectively reduced the distance between product and consumption. Using its professionalism and influence to achieve the efficient transmission of high-quality commodity information. Therefore, in the context of socialized e-commerce, Focusing on the important influence of opinion leadership training on improving the efficiency of information supply chain, the author constructs a word-of-mouth communication model, which includes opinion leaders, using Holling-II function response function and traditional stability theory. The study found that opinion leaders have far more influence on consumers' willingness to buy than traditional advertising marketing. The results will help to increase the importance of opinion leaders in socialized business platforms and foster their own opinion leaders. Active and active word-of-mouth management has important reference significance.
【作者单位】：上海理工大学管理学院;
【基金】：国家自然科学基金(No.71303157) 上海市教育委员会科研创新重点项目(No.14ZZ131) 上海市自然科学基金(No.13ZR1458200)
【分类号】：O175

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