移动社会网络用户与企业合作提供内容行为研究
|
摘要
分析了移动社会网络用户和内容提供商提供内容行为的演化趋势,揭示了双方在合作提供内容中的行为规律。研究表明:提供内容行为的初始状态直接影响博弈结果,并决定了两者长期提供内容行为的均衡结构;通过调整参数值,寻求双方合作提供内容的策略。
This paper analyzes the evolution trend of content behavior of mobile social network users and content providers,and reveals the cooperation behavior.Result shows that the initial state of both parties influences on the evolution result of content systems,which determines the equilibrium structure of long-term behaviors,and adjusts the parameter values in different strategies to promote the development of cooperation behavior in providing content.
This paper analyzes the evolution trend of content behavior of mobile social network users and content providers,and reveals the cooperation behavior.Result shows that the initial state of both parties influences on the evolution result of content systems,which determines the equilibrium structure of long-term behaviors,and adjusts the parameter values in different strategies to promote the development of cooperation behavior in providing content.
引文
[1]Bruhn M,Schoenmueller V,Schfer D B.Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?[J].Management Research Review,2012,35(9):770-790.
[2]Cazabet R,Takeda H,Hamasaki M,et al.Using Dynamic Community Detection to Identify Trends in User-generated Content[J].Social Network Analysis&Mining,2012,2(4):361-371.
[3]Fitzgerald E.Creating User-generated Content for Locationbased Learning:An Authoring Framework[J].Journal of Computer Assisted Learning,2012,28(3):195-207.
[4]Hollenstein L,Purves R.Exploring Place Through User-generated Content:Using Flickr to Describe City Cores[J].Journal of Spatial Information Science,2010,1(1):21-48.
[5]Ye Q,Law R,Gu B,et al.The Influence of User-generated Content on Traveler Behavior:An Empirical Investigation on the Effects of E-word-of-mouth to Hotel Online Bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[6]Shao G.Understanding the Appeal of User-generated Media:A Uses and Gratification Perspective[J].Internet Research Electronic Networking Applications&Policy,2009,19(1):7-25.
[7]Stoeckl R,Rohrmeier P,Hess T.Motivations to Produce User Generated Content:Differences between Webloggers and Videobloggers[C].20th Bled E-Conference E-mergence:Merging and Emerging Technologies,Processes,and Institutions,2007.
[8]Krishnamurthy S,Wenyu D.Advertising with User-generated Content:A Framework and Research Agenda[J].Journal of Interactive Advertising,2008,8(2):1-7.
[9]于玲玲,周密,赵西萍,等.移动社交网络用户内容创造与分享行为研究——社会网絡与自恋的交互效应[J].情报学报,2016,35(9):1000-1009.
[10]Bughin J R.How Companies Can Make the Most of User-generated Content[J].The McKinsey Quarterly,2007(3):1-4.
[11]Godes D,Mayzlin D.Firm-created Word-of-mouth Communication:Evidence from a Field Test[J].Marketing Science,2009,28(4):721-739.
[12]董颖,许正良,徐东溟.消费者网络口碑推荐意愿提升策略研究——基于心理调节定向视角[J].情报科学,2016,34(6):151-154.
[13]Lee E J,Shin S Y.When Do Consumers Buy Online Product Reviews?Effects of Review Quality,Product Type,and Reviewer's Photo[J].Computers in Human Behavior,2014,31(1):356-366.
[14]龚诗阳,刘霞,赵平.线上消费者评论如何影响产品销量?——基于在线图书评论的实证研究[J].中国软科学,2013(6):171-183.
[15]Chevalier J A,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Journal of Marketing Research,2006,43(3):345-354.
[16]Kim M,Song D.When Brand-related UGC Induces Effectiveness on Social Media:The Role of Content Sponsorship and Content Type[J].International Journal of Advertising,2018(1):105-124.
[17]江若尘,陆煊.企业创造内容型网络口碑传播效果的影响因素研究——基于新浪微博的网络口碑传播实证分析[J].财贸研究,2014(5):107-119.
[18]Brown M R,Pope N K L.The Impact of Comedic Violence on Viral Advertising Effectiveness[J].Journal of Advertising,2010,39(1):49-66.
[19]王霞,牛海鹏.企业微博营销中品牌曝光度对网络口碑的影响研究[J].管理评论,2013,25(5):116-122.
[20]Resnick P,Zeckhauser R,Friedman E,et al.Reputation Systems[J].Communications of the ACM,2000,43(12):45-48.
[21]王玖河,刘琳,王勇.顾客参与价值共创影响因素研究——基于演化博弈的视角[J].数学的实践与认识,2018(5):60-69.
[22]张慧颖,孙馨,方世杰.价值共创理论视角下的产学演化博弈分析[J].天津大学学报(社会科学版),2018(1):8-13.
[23]Weibull J W.Evolutionary Game Theory[M].Cambridge:The MIT Press,1995.
[2]Cazabet R,Takeda H,Hamasaki M,et al.Using Dynamic Community Detection to Identify Trends in User-generated Content[J].Social Network Analysis&Mining,2012,2(4):361-371.
[3]Fitzgerald E.Creating User-generated Content for Locationbased Learning:An Authoring Framework[J].Journal of Computer Assisted Learning,2012,28(3):195-207.
[4]Hollenstein L,Purves R.Exploring Place Through User-generated Content:Using Flickr to Describe City Cores[J].Journal of Spatial Information Science,2010,1(1):21-48.
[5]Ye Q,Law R,Gu B,et al.The Influence of User-generated Content on Traveler Behavior:An Empirical Investigation on the Effects of E-word-of-mouth to Hotel Online Bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[6]Shao G.Understanding the Appeal of User-generated Media:A Uses and Gratification Perspective[J].Internet Research Electronic Networking Applications&Policy,2009,19(1):7-25.
[7]Stoeckl R,Rohrmeier P,Hess T.Motivations to Produce User Generated Content:Differences between Webloggers and Videobloggers[C].20th Bled E-Conference E-mergence:Merging and Emerging Technologies,Processes,and Institutions,2007.
[8]Krishnamurthy S,Wenyu D.Advertising with User-generated Content:A Framework and Research Agenda[J].Journal of Interactive Advertising,2008,8(2):1-7.
[9]于玲玲,周密,赵西萍,等.移动社交网络用户内容创造与分享行为研究——社会网絡与自恋的交互效应[J].情报学报,2016,35(9):1000-1009.
[10]Bughin J R.How Companies Can Make the Most of User-generated Content[J].The McKinsey Quarterly,2007(3):1-4.
[11]Godes D,Mayzlin D.Firm-created Word-of-mouth Communication:Evidence from a Field Test[J].Marketing Science,2009,28(4):721-739.
[12]董颖,许正良,徐东溟.消费者网络口碑推荐意愿提升策略研究——基于心理调节定向视角[J].情报科学,2016,34(6):151-154.
[13]Lee E J,Shin S Y.When Do Consumers Buy Online Product Reviews?Effects of Review Quality,Product Type,and Reviewer's Photo[J].Computers in Human Behavior,2014,31(1):356-366.
[14]龚诗阳,刘霞,赵平.线上消费者评论如何影响产品销量?——基于在线图书评论的实证研究[J].中国软科学,2013(6):171-183.
[15]Chevalier J A,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Journal of Marketing Research,2006,43(3):345-354.
[16]Kim M,Song D.When Brand-related UGC Induces Effectiveness on Social Media:The Role of Content Sponsorship and Content Type[J].International Journal of Advertising,2018(1):105-124.
[17]江若尘,陆煊.企业创造内容型网络口碑传播效果的影响因素研究——基于新浪微博的网络口碑传播实证分析[J].财贸研究,2014(5):107-119.
[18]Brown M R,Pope N K L.The Impact of Comedic Violence on Viral Advertising Effectiveness[J].Journal of Advertising,2010,39(1):49-66.
[19]王霞,牛海鹏.企业微博营销中品牌曝光度对网络口碑的影响研究[J].管理评论,2013,25(5):116-122.
[20]Resnick P,Zeckhauser R,Friedman E,et al.Reputation Systems[J].Communications of the ACM,2000,43(12):45-48.
[21]王玖河,刘琳,王勇.顾客参与价值共创影响因素研究——基于演化博弈的视角[J].数学的实践与认识,2018(5):60-69.
[22]张慧颖,孙馨,方世杰.价值共创理论视角下的产学演化博弈分析[J].天津大学学报(社会科学版),2018(1):8-13.
[23]Weibull J W.Evolutionary Game Theory[M].Cambridge:The MIT Press,1995.