电商虚拟社区口碑发布者行为与影响力评价

摘要

随着互联网和信息技术的高速发展,虚拟社区以其更好的互动性、更丰富的口碑形式和内容成为消费者分享产品心得、交流使用经验的重要场所,在了解消费者行为、增加商品附加价值、影响消费者购买决策方面发挥的作用日益增大,融入社交的电子商务逐渐成为电商发展的新方向.基于自我决定理论与虚拟社区环境建设分析电商虚拟社区口碑发布者行为及相关数据,构建口碑发布者影响力评价指标体系,研究口碑发布者影响力价值,发现虚拟社区口碑发布者影响力可从活跃性、忠诚性、互动性、拓展性四个方面着手进行评价,根据这四个方面的特性可将口碑发布者分为四种类型,即超级活跃达人、忠诚达人、互动达人、小小达人,只有针对每类人群各自不同的影响力价值构建相应的激励机制,才能促进虚拟社区的长久和持续发展.%With the rapid development of Internet and IT,the virtual community provides an important place for consumers to share their products and exchange experience with a richer form of WOM and content.And it plays an increasingly important role in understanding consumers'behavior,increasing the added value of commodity,and having impact on consumers' decision making concerning shopping. The integration of society into e-commerce has become a new direction for the development of the e-commerce. The authors analyze WOM publisherˊs behavior and related behavioral data in the virtual community,and study the different influence values of the WOM publishers.And the index system of the evaluation of the WOM publisherˊs influence is established by factor analysis,and the clustering analysis of the specific factors is carried out.It is found that the WOM publisherˊs influence in virtual community can be evaluated from such four aspects as activeness,loyalty, interaction and expansion. According to characteristics in these four aspects,WOM publishers can be classified as super active experts,loyal experts,interactive experts and little experts.Incentive mechanism suitable to different kinds of groups can help us to promote the sustainable development of virtual communities.