| 在线社会网络结构演化及其对口碑传播的影响研究 |
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| 引用本文： | 邢小云,魏婧.在线社会网络结构演化及其对口碑传播的影响研究[J].现代图书情报技术,2011(9):60-65. |
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| 作者姓名： | 邢小云 魏婧 |
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| 作者单位： | 合肥工业大学管理学院; |
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| 基金项目： | 国家自然科学基金项目“基于主动协作关系的网络用户建模及模型优化方法研究”(项目编号:71071047); 高等学校博士点基金项目“新兴信息服务环境下的网络用户建模及模型优化方法研究”(项目编号:20090111110016)的研究成果之一 |
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| 摘 要： | 研究一个大型在线社会网络形成过程中小世界特征及节点度相关性特征的动态演化过程,分析该过程中网络用户的行为特征变化,以及这些结构变量变化对口碑传播产生的影响,指出企业通过在线社会网络进行口碑营销时应注意的问题。并为企业应用于在线社会网络不同发展阶段的口碑传播策略提出建议,辅助企业进行口碑营销活动。
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| 关 键 词： | 在线社会网络 口碑传播 聚类系数 度相关系数 |
Study on the Dynamic Evolution of an OSN Structure and the Impacts on Word of Mouth |
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| Xing Xiaoyun Wei Jing.Study on the Dynamic Evolution of an OSN Structure and the Impacts on Word of Mouth[J].New Technology of Library and Information Service,2011(9):60-65. |
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| Authors: | Xing Xiaoyun Wei Jing |
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| Institution: | Xing Xiaoyun Wei Jing (School of Management,Hefei University of Technology,Hefei 230009,China) |
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| Abstract: | This article studies dynamic evolution of the small world characteristic and degree correlation characteristic of a large OSN,then analyzes the changes in the behavior characteristics of Internet users and the impacts that the changes of these structural variables have on word of mouth in this OSN.In addition,it also indicates the issues that companies should pay attention to when implementing word of mouth by OSNs,and gives some suggestion for word of mouth of companies in different stages of OSNs which ca... |
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| Keywords: | OSN Word of mouth Clustering coefficient Degree correlation coefficient |
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