本文選題：Web病毒式營銷　切入點：客戶信任網(wǎng)絡　出處：《沈陽航空航天大學》2013年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的全球普及以及電子商務的飛速發(fā)展，面向Web病毒式營銷領域中的客戶信任網(wǎng)絡研究目前面臨兩大挑戰(zhàn)：首先，由于網(wǎng)絡的跨時空性、信息豐富性、在線交互性和不確定性導致在線社會網(wǎng)絡結(jié)構(gòu)松散且流動性大，構(gòu)成的客戶信任關系是一種不穩(wěn)定的臨時性關系，如何更好的構(gòu)建客戶信任網(wǎng)絡成為研究Web病毒式營銷的重要前提條件；其次，，客戶信任網(wǎng)絡作為一種在線研究客戶信任關系的模式，如何對客戶信任網(wǎng)絡進行準確的客戶關系分析，從而動態(tài)維護這種信任關系，進而為上層應用研究提供適于數(shù)據(jù)挖掘或個性化推薦的基礎數(shù)據(jù)源，也成為一個十分重要的研究焦點。這兩方面的研究直接關系到Web病毒式營銷的經(jīng)濟效益和社會效益，因此對客戶信任網(wǎng)絡的研究具有實實在在的意義。 首先，詳細綜述了國內(nèi)外對客戶信任網(wǎng)絡的研究成果及其優(yōu)缺點，結(jié)合電子商務的認知理論和方法，明確給出客戶信任網(wǎng)絡的形式化描述定義，在此基礎上提出一種客戶信任網(wǎng)絡模型CNTM(Customer Network of Trust Model)，基于該模型針對不同領域提出三種客戶信任網(wǎng)絡的構(gòu)建策略(COS、CIS、COIS)并分別給出了相應的信任度計算方法。 其次，詳細分析了客戶信任網(wǎng)絡中節(jié)點的信任動力和信任行為，提出一種基于信任路徑的產(chǎn)品信息擴散模型TPDMI(Trust Path Diffusion Model based Information)。通過對信任的傳遞分析、信任路徑依賴關系的分析提出了信任網(wǎng)絡的維護與優(yōu)化策略CTNOS(Customer Trust Network based Optimization Strategy)，并給出了優(yōu)化算法。 最后，對本文提出的策略以及算法進行了實驗檢驗。結(jié)果表明，模型可較為準確的表述真實的客戶信任關系以及反映信任傳遞的本質(zhì)規(guī)律，通過對Epinions網(wǎng)站的真實在線數(shù)據(jù)進行實驗，證明了算法不僅能夠提高信任度、保證信任網(wǎng)絡的覆蓋率而且能夠降低信任網(wǎng)絡的信任關系復雜度，且更有助于核心群體挖掘以及進行個性化推薦。
[Abstract]:With the global popularization of the Internet and the rapid development of electronic commerce, the research of customer trust network in the field of Web virus-oriented marketing is facing two major challenges: first, due to the transtemporal nature of the network, the richness of information.The online interaction and uncertainty lead to the looseness and mobility of the online social network structure, and the customer trust relationship is a kind of unstable and temporary relationship.How to build a better customer trust network has become an important prerequisite for the study of Web viral marketing. Secondly, customer trust network as an online research model of customer trust relationship.How to accurately analyze the customer relationship of the customer trust network and maintain the trust relationship dynamically, and then provide the basic data source suitable for data mining or personalized recommendation for the upper application research.Also become a very important research focus.These two aspects of research are directly related to the economic and social benefits of Web viral marketing, so the research on customer trust network is of practical significance.First of all, the paper summarizes the research results of customer trust network at home and abroad and its advantages and disadvantages, combining with the cognitive theory and method of electronic commerce, gives the formal description definition of customer trust network.On this basis, a customer trust network model, CNTM(Customer Network of Trust Model, is proposed. Based on this model, three kinds of customer trust network construction strategies are proposed for different domains, and the corresponding trust calculation methods are given respectively.Secondly, the trust motivation and trust behavior of the nodes in the customer trust network are analyzed in detail, and a product information diffusion model based on trust path, TPDMI(Trust Path Diffusion Model based information, is proposed.Based on the analysis of trust transfer and the analysis of trust path dependence, the maintenance and optimization strategy of trust network, CTNOS(Customer Trust Network based Optimization strategy, is proposed, and the optimization algorithm is given.Finally, the strategies and algorithms proposed in this paper are tested experimentally.The results show that the model can accurately express the true customer trust relationship and reflect the essential law of trust transfer. Through the experiment on the real online data of Epinions website, it is proved that the algorithm can not only improve the degree of trust, but also improve the degree of trust.It can ensure the coverage of the trust network and reduce the complexity of the trust relationship of the trust network, and it is more helpful to the core group mining and personalized recommendation.
【學位授予單位】：沈陽航空航天大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TP393.08

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本文編號：1728554