企业响应下负面口碑线性阈值传播模型研究
发布时间：2018-10-26 07:43
【摘要】：基于线性阈值模型和价值共创理论,构建了针对负面口碑(negative word-of-mouth,NWOM)特征的社会化网络传播以及企业价值共创策略的模型.通过对NWOM传播的仿真实验,发现了消费者感知阈值,退出概率以及消费者异质性等因素显著影响NWOM传播过程,指出了NWOM非常容易在社会网络中爆发,其传播依赖于在传播初期的低感知阈值的消费者数目.进一步模拟了两种企业策略响应行为,两种响应因素对NWOM传播的影响,显示企业应在传播早期迅速执行价值共创响应策略,在传播后期的价值共创策略响应不能有效遏制NWOM对企业带来的负面影响,甚至适得其反.
[Abstract]:Based on the linear threshold model and the theory of value creation, the model of social network communication and enterprise value creation strategy for the characteristics of negative word of mouth (negative word-of-mouth,NWOM) is constructed. Through the simulation experiment of NWOM transmission, it is found that consumer perception threshold, exit probability and consumer heterogeneity significantly affect the process of NWOM transmission. It is pointed out that NWOM is very easy to erupt in social network. Its dissemination depends on the number of consumers with low perceptual thresholds at the initial stage of transmission. Furthermore, the response behavior of two kinds of enterprise strategy is simulated, and the influence of two kinds of response factors on NWOM propagation is simulated. It shows that enterprises should implement the value co-response strategy quickly in the early stage of communication. In the later stage of communication, the response of value creation strategy can not effectively contain the negative impact of NWOM on enterprises, or even counterproductive.
【作者单位】： 华中科技大学管理学院;
【基金】：国家自然科学基金资助项目(71071066;71371081) 教育部人文社科基金资助项目(11YJA630098) 高等学校博士学科点专项科研基金资助项目(20130142110044)
【分类号】：F274;G206
，
本文编号：2295034
[Abstract]:Based on the linear threshold model and the theory of value creation, the model of social network communication and enterprise value creation strategy for the characteristics of negative word of mouth (negative word-of-mouth,NWOM) is constructed. Through the simulation experiment of NWOM transmission, it is found that consumer perception threshold, exit probability and consumer heterogeneity significantly affect the process of NWOM transmission. It is pointed out that NWOM is very easy to erupt in social network. Its dissemination depends on the number of consumers with low perceptual thresholds at the initial stage of transmission. Furthermore, the response behavior of two kinds of enterprise strategy is simulated, and the influence of two kinds of response factors on NWOM propagation is simulated. It shows that enterprises should implement the value co-response strategy quickly in the early stage of communication. In the later stage of communication, the response of value creation strategy can not effectively contain the negative impact of NWOM on enterprises, or even counterproductive.
【作者单位】： 华中科技大学管理学院;
【基金】：国家自然科学基金资助项目(71071066;71371081) 教育部人文社科基金资助项目(11YJA630098) 高等学校博士学科点专项科研基金资助项目(20130142110044)
【分类号】：F274;G206
，
本文编号：2295034
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