新一代电子商务中面向用户生成内容的统计问题的研究

项目名称： 新一代电子商务中面向用户生成内容的统计问题的研究

项目编号： No.71301034

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 孙芳芳

作者单位： 哈尔滨工业大学

项目金额： 20.5万元

中文摘要： 随着Web2.0技术的迅速发展，社会网络环境下用户与企业的互动变得十分普遍。用户创造内容（UGC）作为这种网络互动最主要的形式，其大量出现成为新一代电子商务的最重要特征，并对消费者行为和企业管理模式产生重要影响。有UGC所产生的海量数据也使得电子商务领域的研究面临很多与统计学相结合的问题。本课题拟从四个方面开展针对在线UGC衍生的统计学问题的研究: 1)在不同模式的社会网络环境下，具有海量交互的UGC数据的抽样方法比较；2）探索能够兼顾个体差异性的网络抽样方法；3）针对网络评价中的未被观测的异质性问题，提出纠偏的解决思路；4）对在线调查问卷的设计提出新的思路，以提高信息的采集，分析，问题更新的速度和有效性。通过对这些问题的探索，为企业更快速准确地了解用户提供理论支持和解决方案。

中文关键词： 用户生成内容；试验设计；互联网金融；；

英文摘要： Web 2.0 technologies has seen rapid growth, the social interactions between customers and the firms has been very popular. Among all the various forms of social interactions, user-generated content (UGC) is undoubtedly the most prevalent one, which has fundamentally changed the way that information is created and diffused, as well as the consumer behavior and firm performance. Due to the large amount of data and other sorts of information it produces, UGC also brings more and more statistical questions into the frontier of the study field of e-commerce. This study seeks to address four statistis-related issues emerged in e-commerce field: 1) to compare existing sampling methods for the complex UGC data that is voluminous and inter-connected; 2)to construct a sampling method that can incorporate the indiviual attributes; 3) to investigate how to evaluate the unobsserved heterogeneity in the UGC data, especially in the online reviews; 4)to propose a new idea to design the online survey questionnaire, so that one can efficiently collect and analyze information from users directly, and update the questionnaire timely. These theories and methods we propose will help firms to improve their management and to enhance their competitive advantage by quickly,fully and correctly understanding their customers.

英文关键词： user generated content；experimental design；internet finance；；