基于多重动态社会网络的在线用户创新扩散机制研究

With the huge amount of users and their vast diffusion behaivor of innovation, online Social Networking Sites are showing up significant marketing value to e-commerce enterprises. The dynamics evolution mechanism of diffusion of online users' innovation is presenting new regular pattern. By collecting the empirical data in targeted SNSs and designing experimental research, the study aims to empirically analyze the micro and macro diffusion mechanism of online users' innovation from a multi-relational and dynamical angle of view. It also discovers theoretical relationship between users' social factors and online diffusion of innovation. Further, the study proposes effectively administrative decision related to diffusion mechanism of online users'innovation. The research contents include: (1) to explore multi-relational and dynamical topology structure of online social networks; (2) to characterize influencing relationships between online society members and innovation adoption behavior; (3) to build up the diffusion model of online users' innovation within multi-relational and dynamic online social networking structure; (4) to theoretically analyze the the relationships between online users' individual and social factors and diffusion of innovation based on multi-relational and dynamical online social networks; (5) to make the administrative decision and supervision strategy related to diffusion of online users' innovation. This study has important scientific significance to social networks theory, behavioral contagions theory and innovation management theory. It also has important business and application values for enterprise internet marketing and sustainable development of social networking sites.

庞大的用户资源和大量的创新扩散行为使得社交网站的营销价值越来越受到电子商务企业的关注。社交网站在线用户创新的扩散过程及动力学演化机理呈现出新的规律。本项目采集目标网站的实证数据和设计实验研究，从多重动态社会网络拓扑结构的视角，探讨从微观到宏观的在线用户创新扩散的作用机制，理论演绎社会因素对在线用户创新的扩散影响，并提出在线用户创新扩散相关的营销管理策略。具体内容包括：（1）多重动态社会网络的拓扑结构研究；（2）多重动态社会网络中在线用户与创新采纳关系研究(微观)；（3）多重动态社会网络的在线用户创新扩散模型研究(宏观)；（4）社会网络内容与在线用户创新扩散关系的理论研究；（5）多重动态社会网络中在线用户创新的扩散管理策略研究。该项目对完善社会网络理论与方法研究和行为感染及创新管理理论体系具有重要科学意义，对企业开展电子商务和网络营销以及社交网站持续健康发展具有重要的商业和应用价值。

该项目为应用基础研究，主要在前期研究工作基础上，以社会资本和社会网络理论为基础探索在线用户的参与和创造行为及相关影响因素及机制分析。该研究主要成果形式为论文。目前该研究在主流SSCI检索期刊发表论文7篇，有条件接受1篇。在EI检索期刊发表论文1篇。在国家自然科学基金委管理科学部认定一类期刊发表论文3篇。在国际主流学术会议接收并宣读论文6篇。