基于矩阵型网络DEA模型与方法的数字图书消费决策过程的研究

发布时间：2017-12-27 23:14

本文关键词：基于矩阵型网络DEA模型与方法的数字图书消费决策过程的研究　出处：《吉林大学》2016年博士论文　论文类型：学位论文

【摘要】：图书是人们重要的消费品之一,没有了图书意味着在各项人类的基础技能上都会出现缺失,正常的社交活动中要求人们具有一定的图书阅读数量,图书消费是人成为人才的必然选择,图书消费既是社会发展的需要,又是国际竞争的需要,更是满足个人层次需求的需要,必须得到足够的重视。Web3.0时代的互联网出版商借助于网络平台会提供给数字图书消费者更为个性化的服务,消费者人群由传统纸质图书的购买过渡到数字图书的网络定制,数字图书成为了图书演化的趋势,关注数字图书消费在未来是十分必要的。数字图书的消费人群正在不断扩大,国家对于数字图书产业的资金扶持力度、立法保护力度、4G终端重视度都有所加强,这就在政策导向上为数字图书产业的发展提供利好条件。但数字图书消费者的决策行为较为复杂,现阶段这方面问题的研究还相对较少,鉴于此,需要找到一种方法,通过一定的运筹观、整体观相集成的科学方法对数字图书消费者决策过程进行研究。作者正是基于这样的思想,利用社会心理学和行为经济学的相关理论从消费者有限理性的角度出发,构建数字图书消费决策过程矩阵网络模型,模型包含消费者决策过程中的各个环节、各个环节影响因素以及各个环节的相互关系;提出数字图书消费决策过程模型的定量化指标,针对数字图书消费矩阵网络构建矩阵型网络DEA模型,探讨在不同的经济学目标下的矩阵型网络DEA模型的性质及其有效解的经济学含义;通过数字图书消费决策过程矩阵型网络DEA模型测算,进行数字图书消费决策过程的关键点的识别、数字图书消费决策过程的判别分析;对数字图书消费决策过程关键点的识别可以又好又快的抓住数字图书消费的关键环节,有针对性的对消费者的购买行为进行干预;通过数字图书消费决策过程的判别分析,可以有效对数字图书消费决策进行分类,从而从决策类型上将数字图书消费者市场进行细分,将营销的手段直接作用到某一类人群;打开数字图书消费决策过程的黑箱,为数字图书出版商提供营销方案调整的可量化理论支持。
[Abstract]:The book is one of the important consumer goods, there is no book means based on the human skills will appear lack of normal social activities require people to have certain books reading quantity, book consumption is become the inevitable choice of talents, the consumption of books is the need of social development, is also the need of international competition the more is to meet the needs of the individual level of demand, must get enough attention. The Web3.0 era with the help of Internet publisher network platform will give consumers more personalized digital library services, consumers from the traditional paper books to buy the transition to digital library network customization, digital library has become a trend in the evolution of books, digital book consumption is very necessary in the future. The consumption volume of digital books is expanding. The state has strengthened funds support, legislative protection and 4G terminal importance for digital book industry, which provides favorable conditions for the development of digital book industry on policy guidance. However, the decision making behavior of digital book consumers is rather complicated. At present, there are relatively few studies on this issue. In view of this, we need to find a way to study the digital book consumer decision-making process through a scientific method of integrating operational research and holistic view. The author is based on the idea of using the theory of social psychology and behavioral economics from the consumer perspective of limited rationality, construct the matrix network model of digital library consumer decision process model contains all aspects of consumer decision-making process in all aspects of the interaction between factors and all aspects of the proposed quantitative index of digital library; consumption decision the process model of the digital library network construction for consumption matrix matrix type network DEA model, to investigate the properties of matrix type network DEA model in Economics under different objectives and the effective solution of the economic meanings; through the digital book consumption decision process matrix network DEA model calculation, analysis of digital books consumer decision-making process of recognition, the key point of digital book consumption decision process; the key points of the digital books consumer decision process Recognition can be faster and better grasp the key link of digital book consumption, targeted intervention on consumer purchase behavior; through discriminant analysis of digital books consumer decision-making process, can be effective on decision making of digital books consumption classification, and segmentation from the decision types of digital books on the consumer market, will directly affect the marketing means a class of people; open digital books consumption decision of the black box, provide marketing plan adjustment quantitative theoretical support for digital publishers.
【学位授予单位】：吉林大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：G250.76-F

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