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数据分析与知识发现  2019, Vol. 3 Issue (3): 83-94    DOI: 10.11925/infotech.2096-3467.2018.0487
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
在线品牌社群环境下企业与用户的信息互动研究*——以虚拟现实产业为例
王晰巍1,2,王铎1(),郑晴晓3,韦雅楠1
1吉林大学管理学院 长春 130022
2吉林大学大数据管理研究中心 长春 130022
3中译语通科技股份有限公司 北京 100131
Information Interaction Between User and Enterprise in Online Brand Community: A Study of Virtual Reality Industry
Xiwei Wang1,2,Duo Wang1(),Qingxiao Zheng3,Ya’nan Wei1
1School of Management, Jilin University, Changchun 130022, China
2Research Center for Big Data Management, Jilin University, Changchun 130022, China
3Global Tone Communication Technology, Beijing 100131, China
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摘要 

【目的】通过对社交媒体中信息互动内容进行文本分析, 以VR产业为切入点, 探究在线品牌社群中企业与用户信息互动的特点以及企业如何通过信息互动来提升竞争力。【方法】使用文本挖掘方法对国内外4家VR企业的社交媒体主页信息进行采集, 并使用NVivo11等文本分析工具对获取到的信息进行文本分析和数据统计。【结果】数据分析结果表明, 国内外在线品牌社群中企业与用户之间的信息互动存在一定差异, 充分利用信息互动可以帮助企业提高用户粘性, 扩大企业新产品信息的传播, 在多个方面提升企业的竞争力。【局限】研究仅限于虚拟现实产业, 并且社交媒体平台仅限于Twitter和微博。【结论】本文构建了在线品牌社群中企业与用户的信息互动模型, 为信息互动提供新的理论研究视角, 为企业借助虚拟社区加强与用户的信息互动、提高竞争优势提供一定参考。

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王晰巍
王铎
郑晴晓
韦雅楠
关键词 在线品牌社群社交媒体信息互动虚拟现实    
Abstract

[Objective] This study conducted a text analysis for social media information interaction of VR companies with the purpose of investigating how VR companies enhance their competitiveness by this type of information interaction. [Methods] We conducted text mining and text analysis of 4 VR enterprise social networking sites by using data analysis tools such as NVivo11. [Results] The results show significant difference between different companies’ information interaction. Online brand communities information interaction can help enterprises to improve the user stickiness and new product information dissemination. [Limitations] We only selected two social networking platforms and one industry in this research. [Conclusions] This study provides a new perspective of information interaction research, and makes contribution to help enterprises to enhance their competitiveness by information interaction in online brand communities.

Key wordsOnline Brand Community    Social Media    Information Interaction    Virtual Reality
收稿日期: 2018-05-02     
基金资助:*本文系国家自然科学基金面上项目“信息生态视角下新媒体信息消费行为机理及服务模式创新研究”(项目编号: 71673108)和吉林大学高峰学科(群)建设项目的研究成果之一
引用本文:   
王晰巍,王铎,郑晴晓,韦雅楠. 在线品牌社群环境下企业与用户的信息互动研究*——以虚拟现实产业为例[J]. 数据分析与知识发现, 2019, 3(3): 83-94.
Xiwei Wang,Duo Wang,Qingxiao Zheng,Ya’nan Wei. Information Interaction Between User and Enterprise in Online Brand Community: A Study of Virtual Reality Industry. Data Analysis and Knowledge Discovery, DOI:10.11925/infotech.2096-3467.2018.0487.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2018.0487
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