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The Research Of Social Network Structure And Members Relationship In The Consumer Virtual Community

Posted on:2013-02-28Degree:MasterType:Thesis
Country:ChinaCandidate:K TuFull Text:PDF
GTID:2249330395971057Subject:Business management
Abstract/Summary:PDF Full Text Request
As network has become highly popular, the consumer virtual community turns to a essentialplace for consumer to search and acquire the customer experience and consumer information.The consumer virtual community is a significant channel for enterprises to get the messagesabout their consumers and products.First of all, this thesis reviewed and summarized the researches about consumer virtualcommunity and social network theory by predecessors carefully. Then this research analyzes thedata from Deyi by social network analytical method, content analytical method and mathematicalstatistics analytical method to get the structure of the social network formed by consumers’interaction and the valuable information from the online word-of-mouth.The research found some findings in consumer virtual community. Consumers interact in acentralized and brief period.Searching or consulting is the primary aim of the consumer virtualmember. The interactions in consumer virtual community present low reciprocal. The density ofthe social network formed by consumers in the virtual community is low. The cohesion is lowThe structure of the social network in the consumer virtual community is not central.(7) The outdegree and in degree are uncorrelated. There are different roles played by members.In the end, this paper put forward some suggestions for enterprises.
Keywords/Search Tags:consumer virtual community, social network analytical method, content analyticalmethod, online word-of-mouth, infant diet
PDF Full Text Request
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