联系我们

论文查询结果	返回搜索

论文编号：	12387
作者编号：	2120183102
上传时间：	2021/6/10 11:18:27
中文题目：	中英文虚拟品牌社区意见领袖知识协同创新行为对比研究——以戴尔中英文社区为例
英文题目：	A Comparative Study on Knowledge Co-innovation Behavior of Opinion Leaders in Chinese and English Virtual Brand Communities——Take Dell’s Chinese and English Communities as Examples
指导老师：	李旭光
中文关键字：	虚拟品牌社区;意见领袖;知识协同创新;内容分析法;社会网络分析
英文关键字：	virtual brand community; opinion leaders; knowledge co-innovation; content analysis; social network analysis
中文摘要：	信息技术发展促使虚拟品牌社区在企业创新中发挥了越来越重要的作用，用户间通过虚拟品牌社区共享信息、与他人交流产品使用感受、解决产品使用过程中的问题，伴随互动深入某些用户逐渐成为意见领袖。现有对虚拟品牌社区中的意见领袖研究较少，而意见领袖在虚拟品牌社区中起到推广产品信息、促进社区内知识共享的作用，故企业通过意见领袖可以更高效便捷地与社区其他用户进行沟通，吸引意见领袖用户持续参与社区更加有利于社区内知识协同创新。因此本文以戴尔中文社区和戴尔英文社区为例，对社区内的意见领袖进行识别，在此基础上对戴尔中、英文社区意见领袖的知识协同创新行为进行分析。 本文首先利用社会网络分析法对戴尔中、英文社区用户关系网络进行分析，结合点度中心性、中介中心性和特征向量中心性对戴尔中、英文社区的意见领袖进行识别。在此基础上，本文采用目标抽样法抽取意见领袖参与的部分帖子并利用内容分析法对意见领袖在帖子中的发表内容进行分析，根据分析结果对戴尔中、英文社区意见领袖的知识协同创新行为特征及其在参与知识协同创新过程中发挥的作用进行总结和对比。 根据意见领袖的知识协同创新行为特征，本文将戴尔社区意见领袖分为四种类型，分别为知识型意见领袖、问题反馈型意见领袖、专业型意见领袖和活跃气氛型意见领袖。与戴尔英文社区相比，戴尔中文社区缺少积极参与社区讨论的活跃型意见领袖及提出问题进行高质量反馈的问题反馈型意见领袖。结合不同类型意见领袖在参与知识协同创新中发挥的作用分析，针对戴尔英文社区，本文提出4点建议：（1）完善戴尔英文社区专业型意见领袖的反馈机制；（2）戴尔英文社区管理人员应重视问题反馈型意见领袖反馈的问题；（3）戴尔英文社区通过激励措施肯定活跃气氛型意见领袖在社区内的重要作用；（4）戴尔英文社区可以通过聘请等形式增加知识型意见领袖的数量。结合不同类型意见领袖在参与知识协同创新中发挥的作用分析，针对戴尔中文社区，本文提出3点建议：（1）戴尔中文社区通过提高平台易用性并建立有效的激励机制，吸引用户参与社区；（2）提高戴尔中文社区专业型意见领袖响应用户问题的效率；（3）戴尔中文社区应增加知识推送、回答邀请等知识服务功能，引导用户积极反馈问题解决情况。 本文创新点包括：（1）通过爬取戴尔中文社区和戴尔英文社区的发帖回帖数据，分析戴尔中、英文社区关系网络从而对意见领袖进行识别，丰富了虚拟品牌社区背景下意见领袖的相关研究及个体层面知识协同创新理论；（2）本文从用户解决问题流程视角出发，揭示了戴尔中、英文社区意见领袖在参与社区知识协同创新中的行为特征及在社区知识协同创新中发挥的作用，对社区针对意见领袖的沟通、管理工作的开展具有参考意义。
英文摘要：	With the continuous development of information technology, virtual brand community plays a more important role in enterprises. Users share information and solve questions through the virtual community. In the community, users communicate product feelings with others, spread brand product information, and solve problems in the process of product use through interaction. In the process of interaction, opinion leaders are gradually formed. There are few researches on opinion leaders in virtual brand communities. In virtual brand communities, opinion leaders play a role in promoting product information and promoting knowledge sharing within the community. Therefore, enterprises can communicate with other users in the community more efficiently and conveniently through opinion leaders. Attracting opinion leaders to continuously participate in the community is more conducive to knowledge collaborative innovation within the community. Therefore, this paper takes Dell Chinese community and Dell English community as examples to identify the opinion leaders in the communities, then it analyzes the knowledge co-innovation behaviors of the opinion leaders in the Dell Chinese and English communities. This paper analyzes the user relationship network of Dell Chinese community and Dell English community by social network analysis, then this paper identifies the opinion leaders of the Dell Chinese Community and Dell English community with the combination of degree centrality, betweenness centrality and eigenvector centrality respectively. After identifying community opinion leaders, this paper adopts content analysis method to analyze the content published by opinion leaders in the posts and analyzes the behavioral characteristics of knowledge co-innovation of Dell Chinese Communities’ and Dell English Communities’ opinion leaders and their roles in participating in the process of knowledge collaborative innovation. According to the characteristics of knowledge collaborative innovation behavior of opinion leaders, this paper divides Dell community opinion leaders into four types: knowledge-based opinion leaders, problem-feedback opinion leaders, professional opinion leaders and active atmosphere opinion leaders. Compared with Dell English community, Dell Chinese community lacks active atmosphere opinion leaders who actively participate in community discussions and question feedback opinion leaders who raise questions and give high-quality feedback. Based on the analysis of the roles played by different types of opinion leaders in participating in knowledge collaborative innovation, this paper proposes four suggestions for the English community of Dell: (1) Improve the feedback mechanism of professional opinion leaders in the Dell English community; (2) Dell English community managers should pay attention to the feedback of opinion leaders; (3) Dell English community affirms the important role of active opinion leaders in the community through incentive measures; (4) The Dell English community can increase the number of knowledge-based opinion leaders through hiring and other forms. Based on the analysis of the roles played by different types of opinion leaders in participating in knowledge collaborative innovation, this paper proposes three suggestions for the Chinese community of Dell: (1) Dell Chinese community attracts users to participate in the community by improving the usability of the platform and establishing effective incentive mechanism; (2) To improve the efficiency of professional opinion leaders in Dell Chinese community in responding to user problems; (3) Dell Chinese community should provide knowledge service functions such as knowledge push and answer invitation to guide users to give positive feedback on problem solving. The innovation points of this paper include: (1) By crawling the post and reply data of Dell Chinese community and Dell English community, the author analyzes the relationship network of Dell Chinese and English community so as to identify the opinion leaders; (2) The content analysis method is adopted to analyze the knowledge co-innovation behaviors of Dell English community opinion leaders, and to compare the innovative behaviors of Dell English community and Dell Chinese community opinion leaders, so as to provide suggestions for the community's communication and management of opinion leaders.
查看全文：	预览  下载(下载需要进行登录)