在线口碑传播的意见领袖识别方法研究

Abstract

Abstract: The deepening adoption of Web2.0 technology makes more and more users publish reviews on the web about products, services, brands or business, and the online word-of-mouth greatly influences customers’ purchasing decisions and corporate reputations. Therefore, it makes sence for enterprises to identify the opinion leaders of online word-of-mouth communication. In this study, combining RFM model and automatically measuring method of sentiment words, a RFMS model is proposed to measure the influence of online word-of-mouth publisher, identify opinion leaders by applying artificial neural network, and assess the validity of identifying results based on degree centrality. The online reviews of dianping.com are analyzed, and based on those reviews the proposed method is verified. Results show that the proposed method in this paper can accurately identify opinion leaders.

Key words: online word-of-mouth communication, opinion leader, identification method, RFM, sentiment

CLC Number:

C931

CAI Shu-qin, MA Yu-tao, WANG Rui. Study on the Method of Identifying Opinion Leaders for Online Word-of-mouth Communication[J]. Chinese Journal of Management Science, 2013, (2): 185-192.

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Study on the Method of Identifying Opinion Leaders for Online Word-of-mouth Communication

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