摘要
在社会化电子商务情境下,顾客的社会影响在新产品扩散过程中扮演了重要角色,顾客的价值不仅来自购买价值也来自影响价值,如何量化顾客价值是关注的重点.因此,结合社会化电子商务的特点,在影响者-模仿者非对称影响模型的基础上,计算不同类型顾客的影响范围,分别测量顾客的购买价值和影响价值以确定顾客价值.并对不同类型顾客的顾客价值、影响价值和购买价值进行仿真,分析随时间的变化过程.研究表明早购买者比晚购买者有更高的顾客价值,因此企业需要在产品发布的初期通过营销手段吸引尽量多的顾客,并提高早购买者的满意度以创造更高的影响价值.
In the context of social commerce, social influence plays a key role in the diffusion of new product, the customer value not only come from the purchase value but also come from the influence value, how to quantify customer value is the focus. Therefore, combining the characteristics of social commerce, we develop a model framework to derive closed-form expressions for purchase value, influence value, and customer value by customer segment as well as time of adoption, building on a two-segment influential-imitator asymmetric influence model. And customer value of different types of customers, the impact value and purchase value simulation analysis process of change over time. Simulating the model framework, and analysis the process of changing over time. The study show that the earlier adopters has higher customer value than the later adopters, so firms need to attract as many customers through marketing techniques in the early of product releasing, and improve the satisfaction of earlier adopters in order to create a higher influence value.
出处
《数学的实践与认识》
北大核心
2017年第17期21-31,共11页
Mathematics in Practice and Theory
基金
国家自然科学基金"顾客创新对口碑推荐行为的影响机理研究:以社会交换理论为视角"(71672044)
广州市哲学社会科学发展"十一五"规划课题(青年课题)"基于Web环境广州市政府信息资源分类共享及发布机制研究"(09Q23)
关键词
社会化电子商务
非对称影响模型
顾客价值
购买价值
影响价值
social commerce
influential-imitator asymmetric influence model
customer value
purchase value
influence value
