社交网络中消费者行为演化及引导机理研究

项目名称： 社交网络中消费者行为演化及引导机理研究

项目编号： No.71503206

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 赵奕奕

作者单位： 西南财经大学

项目金额： 17万元

中文摘要： 社交网络已经成为人们进行意见表达、观点交流、经验分享的重要沟通平台。社交网络使得消费者的消费行为由传统媒体的单向灌输模式转变为社交网络中的交互式分享模式。社交网络中消费者行为的特点和演化已经成为消费者行为学研究的一个新的研究热点问题。本项目将采用消费者行为学、管理学、社会学、计算机科学、社会动力学等学科的相关理论和方法对社交网络上消费者行为演化开展深入研究，具体包括以下三个内容：1) 为了获取社交网络中消费者和意见领袖的属性数据和观点数据，研究社交网络中海量、多维、异构、动态变化和价值密度低的消费者数据采集和处理方法；2) 为了分析意见领袖对消费者行为演化的影响，研究社交网络中意见领袖的识别方法；3) 建立消费者与意见领袖多维观点交互演化模型，分析消费者在不确定性外部环境和多个意见领袖群体影响下的群体行为演化动态特征，为政府、企事业等相关单位建立有效的消费者行为引导策略和措施提供理论依据。

中文关键词： 社交网络；消费者行为；意见领袖；观点动力学；数据挖掘

英文摘要： The social network services (SNS) have become an important platform for people to express attitude, exchange opinion and share experience. SNS prompts the consumer behavior to change from monodirectional indoctrination by traditional media to interactive participation in SNS. The characteristics and the evolution of the consumer behavior in SNS has been an hot research issue in Consumer Behavior Theory. A deep study will be carried out to investigate the evolution of the consumer behavior in SNS by using some related theories and methods from Consumer Behavior Theory、Management Science、Sociology、Computer Science、 Social Dynamics and so on in this project. Specifically, the project mainly contains the following three topics: 1) The consumer data in SNS are generally massive, multidimensional, heterogeneous and low value density, some data collecting and processing approaches have to be studied to obtain the attribute data and opinion data of consumers and opinion leaders in SNS; 2) The opinion leaders have to be identified by using some data mining methods in order to analyze the influence of the opinion leaders on the consumers; 3) An opinion interactive evolution model has to be built to analyze the dynamic characteristics of consumer behaviors under the influence of uncertain external environment and multiple groups of opinion leaders. Some theoretical evidences will be provided to develop effective guiding policies and measures of consumer behaviors for governments，enterprise and public institutions.

英文关键词： Social network services;Consumer behavior;Opinion leader;Opinion dynamics;Data mining