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随着WEB2.0以及移动终端技术的开发和应用,我国网购数量成倍增长。虚拟社区意见领袖是网民购物舆论的引导者,信息传播的放大器,论坛风格的决定者。本文分析了虚拟社区意见领袖的特点和影响力,通过虚拟社区意见领袖对消费者购买决策影响的模型构建和实证分析,提出了培养虚拟社区意见领袖的若干策略。
With WEB2.0 and the development and application of mobile terminal technology, the number of online shopping in our country doubled. Virtual community opinion leaders are Internet users guide the shopping media, information dissemination of the amplifier, forum-style decision-makers. This paper analyzes the characteristics and influence of virtual community opinion leaders. Through the construction and empirical analysis of the impact of virtual community opinion leaders on consumer purchasing decisions, several strategies for training opinion leaders of virtual communities are proposed.