基于社会网络分析方法的顾客口碑意见领袖研究

本文以社会网络分析方法为基本手段,以大学生群体为代表对顾客口碑传播中的意见领袖开展研究。研究从意见领袖的特征出发,提出综合考虑点度中心度、点入度与点出度和结构洞等指标,可以利用社会网络研究方法对意见领袖进行测量。从顾客口碑传播网络的密度、节点测地距离、网络成分规模等角度所进行的分析发现意见领袖对顾客口碑传播网络的信息传播速度和传播范围有较大的影响,而且对传播范围的影响要大于对传播速度的影响。研究发现顾客口碑传播网络是一个密度较低的稀疏的网络。

On the Opinion Leader of Customer Word-of-Mouth Communication Network Based on the Social Network Analysis Approach

In this paper the opinion leader in customer word-of-mouth communication among undergraduate students is analyzed through the method of social network analysis.Based on the characteristic of opinion leader it is proved that the opinion leader could be measured in the way of the social network analysis by applying the indexes of degree centrality,out-degree,in-degree and structure holes.The analysis from the perspective of density of network,the geodesic distance of node and size of component shows that the opinion leader could significantly influence the speed and the range of word-of-mouth transmitting in the network and the influence on the rage is stronger than that on the speed.The research finds that the customer word-of-mouth communication network is a sparse network with relatively lower density.