废旧手机在线回收的广告与口碑效应模型研究
发布时间：2018-10-05 12:50
【摘要】：近十年来,手机智能化技术迅猛发展,智能手机用户越来越普遍,人们对手机的用户体验要求越来越高,加快了手机更新换代的速度.用户更换手机的速度已由十年前的四年缩短为现在的18个月左右,随之而来的问题就是废旧手机的大量堆积.这不仅造成了一种资源上的浪费,而且由于废旧手机内部的材料结构,使得废旧手机的丢弃会对环境造成大程度的污染.所以,手机的回收问题不仅是一个经济问题,更是一个与生存环境紧密相关的问题.由于回收市场的不规范,以及我国手机用户的回收意识薄弱,造成了高手机持有率,低手机回收率的现状.网络回收平台的兴起顺应了回收需求,但是仍然不足以使回收现状有一个质的飞越,所以如何提高回收网站的知名度,获得手机用户的信任,提高我国手机用户的回收意愿,是本文主要讨论内容.关于二手手机的回收问题已经有大量文献研究探讨,并取得了大量的理论以及实践的成果.对于广告效应与口碑效应也有大量的国内外文献对其进行研究,而广告效应与口碑效应对回收网站影响的研究文献还比较匮乏,故本文针对广告效应与口碑效应对网络回收平台的推广和发展影响,主要研究了以下内容:1.对论文研究的必要性以及研究背景进行了阐述,描述了论文研究的可行性以及科研价值.并对相关理论进行了研究综述,主要有?Ito方程的公式以及推导,还有口碑效应的研究现状以及Anylogic的运用对本文研究的贡献与其不可替代的优点.2.分别探究了广告效应与口碑效应对网络回收平台的影响.本文将影响网络回收平台知名度的提高的因素分为两个:广告效应与口碑效应.本文在第三部分探讨了广告效应的数学求解过程,对广告效应的预测提供了理论依据,并为下文仿真模拟广告效应对网站交易量的影响提供了理论上的测值.第四部分以两个维度研究口碑效应对网络回收平台的影响,通过结构方程分析评价数量以及口碑评分对网络平台各项信任的相关性,得出对网站口碑影响最大的因素,以及口碑效应对手机用户回收意愿的影响.3.在前文测出了广告效应的理论预测值,以及口碑效应对网络回收平台各影响因子的相关性之后,文章选择将两部分预测出的理论值Anylogic创建的巴斯扩散模型以及敏感度分析模型中,并选择合适的步长做模型调整,得到直观以及动态的预测仿真模型,清楚的看到广告效应越明显,口碑效应影响因子越高,越多的潜在手机回收客户做出回收选择,并且做出选择的速度越快.这项研究结论不仅为如何扩大网络回收平台的市场做出回应,也为如何提高手机用户的回收意识提供了理论支持.并且对文章研究空间进行合理预测,网站可以利用广告效应与口碑效应去创造回收市场的品牌效应,占领手机用户的回收心智,使得我国手机用户对回收不陌生,也更愿意选择相信回收网站能使他们获得满意的服务.
[Abstract]:In recent ten years, mobile phone intelligent technology has developed rapidly, smartphone users are becoming more and more popular, people's experience demands on mobile phones are getting higher and faster, and the upgrading speed of mobile phones is accelerated. The speed of the user's replacement of the mobile phone has been shortened from four years ago to about 18 months in the past four years, with the consequent problem being the bulk buildup of old mobile phones. This not only leads to a waste of resources, but also because of the material structure inside the waste mobile phone, the disposal of the waste mobile phone can cause a great degree of pollution to the environment. Therefore, the recycling problem of the mobile phone is not only an economic problem but also a problem closely related to the living environment. Due to the non-standard of recycling market, and the weak recycling consciousness of mobile phone users in China, the present situation of high cell phone holding rate and low cell phone recovery rate is caused. The rise of the network recovery platform conforms to the recovery demand, but it is still not enough to make the recycling situation have a quality overflight, so how to improve the popularity of the recycling website, get the trust of the mobile phone users, improve the recovery will of the mobile phone users of our country, is the main discussion content of this article. There have been a lot of research and discussion about the recycling of second-hand mobile phones, and a great deal of theoretical and practical results have been obtained. There are a lot of domestic and foreign literatures on advertising effect and word-of-mouth effect, and the research literature on the impact of advertising effect and word-of-mouth effect on the recycling website is scarce. Therefore, the paper aims at the promotion and development of the network recovery platform based on the advertising effect and word-of-mouth effect. The following contents were mainly studied: 1. This paper expounds the necessity and the research background of the paper, and describes the feasibility and the research value of the research. In this paper, the relevant theories are reviewed, and the main results are as follows: The formula and derivation of Ito equation, as well as the research situation of word-of-mouth effect and the application of the word-of-mouth logic to the research in this paper have the advantages of being irreplaceable. The effects of advertisement effect and word-of-mouth effect on the network recovery platform were explored. This paper divides the factors that influence the popularity of network recovery platform into two factors: advertising effect and word-of-mouth effect. In the third part, this paper discusses the mathematical solving process of the advertising effect, provides the theoretical basis for the prediction of the advertising effect, and provides the theoretical measure for the influence of the simulation advertising effect on the trading volume of the website. In the fourth part, the influence of word-of-mouth effect on the network recovery platform is studied in two dimensions, and the influence of word-of-mouth effect on the trust of network platform is analyzed through structural equation analysis and word-of-mouth score. and the influence of word-of-mouth effect on the recovery willingness of mobile phone users. After measuring the theoretical prediction value of the advertisement effect and the correlation of the word-of-mouth effect on the influence factors of the network recovery platform, the paper selects the Bass diffusion model and the sensitivity analysis model which will be created by the theoretical value of the two parts, and selecting the appropriate step size as the model adjustment to obtain an intuitive and dynamic predictive simulation model, clearly seeing the more obvious the advertising effect, the higher the word-of-mouth effect influence factor, the more potential mobile phone recycling customers to make a recycling selection, and making the selection speed faster. This study not only responds to how to expand the market of network recovery platform, but also provides theoretical support for how to improve the recycling consciousness of mobile phone users. and the website can use the advertising effect and the word-of-mouth effect to create the brand effect of recycling the market and occupy the recycling mind of the mobile phone user, so that the mobile phone user in China is unfamiliar to the recycling, It is also more willing to choose to believe that recycling sites can provide them with satisfactory services.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：O211.63
本文编号：2253451
[Abstract]:In recent ten years, mobile phone intelligent technology has developed rapidly, smartphone users are becoming more and more popular, people's experience demands on mobile phones are getting higher and faster, and the upgrading speed of mobile phones is accelerated. The speed of the user's replacement of the mobile phone has been shortened from four years ago to about 18 months in the past four years, with the consequent problem being the bulk buildup of old mobile phones. This not only leads to a waste of resources, but also because of the material structure inside the waste mobile phone, the disposal of the waste mobile phone can cause a great degree of pollution to the environment. Therefore, the recycling problem of the mobile phone is not only an economic problem but also a problem closely related to the living environment. Due to the non-standard of recycling market, and the weak recycling consciousness of mobile phone users in China, the present situation of high cell phone holding rate and low cell phone recovery rate is caused. The rise of the network recovery platform conforms to the recovery demand, but it is still not enough to make the recycling situation have a quality overflight, so how to improve the popularity of the recycling website, get the trust of the mobile phone users, improve the recovery will of the mobile phone users of our country, is the main discussion content of this article. There have been a lot of research and discussion about the recycling of second-hand mobile phones, and a great deal of theoretical and practical results have been obtained. There are a lot of domestic and foreign literatures on advertising effect and word-of-mouth effect, and the research literature on the impact of advertising effect and word-of-mouth effect on the recycling website is scarce. Therefore, the paper aims at the promotion and development of the network recovery platform based on the advertising effect and word-of-mouth effect. The following contents were mainly studied: 1. This paper expounds the necessity and the research background of the paper, and describes the feasibility and the research value of the research. In this paper, the relevant theories are reviewed, and the main results are as follows: The formula and derivation of Ito equation, as well as the research situation of word-of-mouth effect and the application of the word-of-mouth logic to the research in this paper have the advantages of being irreplaceable. The effects of advertisement effect and word-of-mouth effect on the network recovery platform were explored. This paper divides the factors that influence the popularity of network recovery platform into two factors: advertising effect and word-of-mouth effect. In the third part, this paper discusses the mathematical solving process of the advertising effect, provides the theoretical basis for the prediction of the advertising effect, and provides the theoretical measure for the influence of the simulation advertising effect on the trading volume of the website. In the fourth part, the influence of word-of-mouth effect on the network recovery platform is studied in two dimensions, and the influence of word-of-mouth effect on the trust of network platform is analyzed through structural equation analysis and word-of-mouth score. and the influence of word-of-mouth effect on the recovery willingness of mobile phone users. After measuring the theoretical prediction value of the advertisement effect and the correlation of the word-of-mouth effect on the influence factors of the network recovery platform, the paper selects the Bass diffusion model and the sensitivity analysis model which will be created by the theoretical value of the two parts, and selecting the appropriate step size as the model adjustment to obtain an intuitive and dynamic predictive simulation model, clearly seeing the more obvious the advertising effect, the higher the word-of-mouth effect influence factor, the more potential mobile phone recycling customers to make a recycling selection, and making the selection speed faster. This study not only responds to how to expand the market of network recovery platform, but also provides theoretical support for how to improve the recycling consciousness of mobile phone users. and the website can use the advertising effect and the word-of-mouth effect to create the brand effect of recycling the market and occupy the recycling mind of the mobile phone user, so that the mobile phone user in China is unfamiliar to the recycling, It is also more willing to choose to believe that recycling sites can provide them with satisfactory services.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：O211.63
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