【摘要】：基于線性閾值模型和價值共創(chuàng)理論,構(gòu)建了針對負(fù)面口碑(negative word-of-mouth,NWOM)特征的社會化網(wǎng)絡(luò)傳播以及企業(yè)價值共創(chuàng)策略的模型.通過對NWOM傳播的仿真實驗,發(fā)現(xiàn)了消費(fèi)者感知閾值,退出概率以及消費(fèi)者異質(zhì)性等因素顯著影響NWOM傳播過程,指出了NWOM非常容易在社會網(wǎng)絡(luò)中爆發(fā),其傳播依賴于在傳播初期的低感知閾值的消費(fèi)者數(shù)目.進(jìn)一步模擬了兩種企業(yè)策略響應(yīng)行為,兩種響應(yīng)因素對NWOM傳播的影響,顯示企業(yè)應(yīng)在傳播早期迅速執(zhí)行價值共創(chuàng)響應(yīng)策略,在傳播后期的價值共創(chuàng)策略響應(yīng)不能有效遏制NWOM對企業(yè)帶來的負(fù)面影響,甚至適得其反.
[Abstract]:Based on the linear threshold model and the theory of value creation, the model of social network communication and enterprise value creation strategy for the characteristics of negative word of mouth (negative word-of-mouth,NWOM) is constructed. Through the simulation experiment of NWOM transmission, it is found that consumer perception threshold, exit probability and consumer heterogeneity significantly affect the process of NWOM transmission. It is pointed out that NWOM is very easy to erupt in social network. Its dissemination depends on the number of consumers with low perceptual thresholds at the initial stage of transmission. Furthermore, the response behavior of two kinds of enterprise strategy is simulated, and the influence of two kinds of response factors on NWOM propagation is simulated. It shows that enterprises should implement the value co-response strategy quickly in the early stage of communication. In the later stage of communication, the response of value creation strategy can not effectively contain the negative impact of NWOM on enterprises, or even counterproductive.
【作者單位】： 華中科技大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金資助項目(71071066;71371081) 教育部人文社科基金資助項目(11YJA630098) 高等學(xué)校博士學(xué)科點專項科研基金資助項目(20130142110044)
【分類號】：F274;G206
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本文編號：2295034