發(fā)布時(shí)間：2018-04-09 23:07

  本文選題：Web病毒式營銷　切入點(diǎn)：客戶信任網(wǎng)絡(luò)　出處：《沈陽航空航天大學(xué)》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(wù)的飛速發(fā)展，面向Web病毒式營銷領(lǐng)域中的客戶信任網(wǎng)絡(luò)研究目前面臨兩大挑戰(zhàn)：首先，由于網(wǎng)絡(luò)的跨時(shí)空性、信息豐富性、在線交互性和不確定性導(dǎo)致在線社會(huì)網(wǎng)絡(luò)結(jié)構(gòu)松散且流動(dòng)性大，構(gòu)成的客戶信任關(guān)系是一種不穩(wěn)定的臨時(shí)性關(guān)系，如何更好的構(gòu)建客戶信任網(wǎng)絡(luò)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(luò)作為一種在線研究客戶信任關(guān)系的模式，如何對(duì)客戶信任網(wǎng)絡(luò)進(jìn)行準(zhǔn)確的客戶關(guān)系分析，從而動(dòng)態(tài)維護(hù)這種信任關(guān)系，進(jìn)而為上層應(yīng)用研究提供適于數(shù)據(jù)挖掘或個(gè)性化推薦的基礎(chǔ)數(shù)據(jù)源，也成為一個(gè)十分重要的研究焦點(diǎn)。這兩方面的研究直接關(guān)系到Web病毒式營銷的經(jīng)濟(jì)效益和社會(huì)效益，因此對(duì)客戶信任網(wǎng)絡(luò)的研究具有實(shí)實(shí)在在的意義。 首先，詳細(xì)綜述了國內(nèi)外對(duì)客戶信任網(wǎng)絡(luò)的研究成果及其優(yōu)缺點(diǎn)，結(jié)合電子商務(wù)的認(rèn)知理論和方法，明確給出客戶信任網(wǎng)絡(luò)的形式化描述定義，在此基礎(chǔ)上提出一種客戶信任網(wǎng)絡(luò)模型CNTM(Customer Network of Trust Model)，基于該模型針對(duì)不同領(lǐng)域提出三種客戶信任網(wǎng)絡(luò)的構(gòu)建策略(COS、CIS、COIS)并分別給出了相應(yīng)的信任度計(jì)算方法。 其次，詳細(xì)分析了客戶信任網(wǎng)絡(luò)中節(jié)點(diǎn)的信任動(dòng)力和信任行為，提出一種基于信任路徑的產(chǎn)品信息擴(kuò)散模型TPDMI(Trust Path Diffusion Model based Information)。通過對(duì)信任的傳遞分析、信任路徑依賴關(guān)系的分析提出了信任網(wǎng)絡(luò)的維護(hù)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(duì)本文提出的策略以及算法進(jìn)行了實(shí)驗(yàn)檢驗(yàn)。結(jié)果表明，模型可較為準(zhǔn)確的表述真實(shí)的客戶信任關(guān)系以及反映信任傳遞的本質(zhì)規(guī)律，通過對(duì)Epinions網(wǎng)站的真實(shí)在線數(shù)據(jù)進(jìn)行實(shí)驗(yàn)，證明了算法不僅能夠提高信任度、保證信任網(wǎng)絡(luò)的覆蓋率而且能夠降低信任網(wǎng)絡(luò)的信任關(guān)系復(fù)雜度，且更有助于核心群體挖掘以及進(jìn)行個(gè)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(xué)位授予單位】：沈陽航空航天大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TP393.08

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本文編號(hào)：1728554