【摘要】：互聯(lián)網(wǎng)已經(jīng)成為現(xiàn)代人們生活中越來(lái)越重要的部分。隨著人們對(duì)于互聯(lián)網(wǎng)的依賴(lài)逐漸增強(qiáng),許多現(xiàn)實(shí)生活中的需求和活動(dòng)也逐漸向網(wǎng)絡(luò)世界遷移,一些基于相同興趣和愛(ài)好的人們借助于各種網(wǎng)絡(luò)平臺(tái)和工具,聚集在一起形成具有相對(duì)穩(wěn)定關(guān)系的網(wǎng)絡(luò)群體,也就是我們所謂的虛擬社區(qū)�；ヂ�(lián)網(wǎng)的迅速普及也帶動(dòng)了電子商務(wù)的蓬勃發(fā)展,團(tuán)購(gòu)是近年來(lái)流行起來(lái)的新型的電子商務(wù)模式,由商家發(fā)起的團(tuán)購(gòu)是目前市場(chǎng)上主要的團(tuán)購(gòu)模式,也是眾多研究者的關(guān)注重點(diǎn)。然而隨著社交網(wǎng)絡(luò)和虛擬社區(qū)的不斷成熟,網(wǎng)絡(luò)團(tuán)購(gòu)市場(chǎng)上也逐漸興起了一種由消費(fèi)者自發(fā)組織的團(tuán)購(gòu)行為,我們稱(chēng)之為自發(fā)性團(tuán)購(gòu),這種團(tuán)購(gòu)模式的特點(diǎn)在于具有更強(qiáng)的聚集性和互動(dòng)性,而虛擬社區(qū)中成熟的關(guān)系模式、溝通渠道以及管理機(jī)制恰恰為自發(fā)性團(tuán)購(gòu)的滋生和發(fā)展提供了良好的基礎(chǔ),因而我們將研究對(duì)象鎖定為基于虛擬社區(qū)的自發(fā)性團(tuán)購(gòu)。 研究中以以北郵人論壇-團(tuán)購(gòu)版為例,以版內(nèi)113條團(tuán)購(gòu)相關(guān)發(fā)帖和253個(gè)參與成員信息、作為研究對(duì)象,運(yùn)用社會(huì)網(wǎng)絡(luò)分析方法進(jìn)行了樣本網(wǎng)絡(luò)結(jié)構(gòu)分析,主要對(duì)樣本的密度、程度中心性、中間中心性、接近中心性、小團(tuán)體、網(wǎng)絡(luò)社群圖進(jìn)行了量化的分析,研究發(fā)現(xiàn),網(wǎng)絡(luò)的密度相對(duì)疏松,網(wǎng)絡(luò)并未呈現(xiàn)出十分明顯的中心性,但成員之間的中心度差異較大,說(shuō)明該虛擬社區(qū)成員間的交流并不是很密切,成員之間的關(guān)系相對(duì)均衡,而小團(tuán)體分析的結(jié)果表明整個(gè)網(wǎng)絡(luò)的分散化現(xiàn)象嚴(yán)重,網(wǎng)絡(luò)結(jié)構(gòu)扁平化趨勢(shì)明顯。 在此基礎(chǔ)上,我們又分析了虛擬社區(qū)自發(fā)性團(tuán)購(gòu)下的信息傳播模式,社區(qū)成員之間的交流互動(dòng)已經(jīng)不僅限于團(tuán)購(gòu),而是加入了更多情感的因素,團(tuán)購(gòu)行為與虛擬社區(qū)的關(guān)系可以互相促進(jìn),而信息傳播具有中心性和分散化并存的特點(diǎn)：處于網(wǎng)絡(luò)中心的節(jié)點(diǎn)發(fā)布的信息傳播得更快,發(fā)起的團(tuán)購(gòu)更容易得到響應(yīng)；但從整體網(wǎng)來(lái)看,信息的傳播又呈現(xiàn)出分散性。
[Abstract]:The Internet has become an increasingly important part of modern people's lives. As people become more and more dependent on the Internet, many real-life needs and activities are gradually migrating to the Internet world, and some people based on the same interests and hobbies resort to various network platforms and tools. Gather together to form a relatively stable network of groups, or what we call virtual communities. The rapid popularization of the Internet has also led to the vigorous development of electronic commerce. Group buying is a new electronic commerce model that has become popular in recent years, and group buying initiated by merchants is the main group purchase mode in the market at present. It is also the focus of attention of many researchers. However, with the continuous maturity of social networks and virtual communities, the online group buying market is also gradually emerging a self-organized group buying behavior by consumers, which we call spontaneous group buying. The characteristics of this mode are that it has stronger agglomeration and interactivity, and the mature relationship model, communication channel and management mechanism in virtual community provide a good foundation for the breeding and development of spontaneous group buying. Therefore, we focus our research on spontaneous group buying based on virtual community. In the study, taking the Beiyou Tribune-Group purchase Edition as an example, taking 113 group purchase posts and 253 member information as the research object, using the social network analysis method to analyze the sample network structure, the paper mainly analyzes the sample density. Degree centrality, intermediate centrality, proximity centrality, small group, network community map are quantitatively analyzed. The study found that the density of the network is relatively loose, and the network does not show a very obvious centrality. However, the difference in centrality among the members shows that the communication among the members of the virtual community is not very close, and the relationship among the members is relatively balanced. The results of the small group analysis show that the whole network is decentralized seriously. The trend of flat network structure is obvious. On this basis, we also analyze the information dissemination mode of spontaneous group purchase in virtual community. The interaction between community members is not limited to group purchase, but more emotional factors are added. The relationship between group purchase behavior and virtual community can promote each other, and the information dissemination has the characteristics of centrality and decentralization: the information released by the node in the center of the network spreads more quickly, and the group purchase initiated is easier to get the response; But from the overall network point of view, the dissemination of information also presents a dispersal.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：TP393.09

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