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首页> 外文会议>International Conference on HCI in Business, Government, and Organizations;International Conference on Human-Computer Interaction >Identifying Opinion Leaders in Virtual Travel Community Based on Social Network Analysis
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Identifying Opinion Leaders in Virtual Travel Community Based on Social Network Analysis

机译：基于社交网络分析的虚拟旅行社区中的意见领袖识别

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摘要

With the thriving development of internet industry and continuous increase of consumer demand in outbound tourism in China, opinion leaders in virtual community have significant effects on consumers' decision making process. Hence, identifying the opinion leader in virtual travel community (VTC) is significantly important for virtual community of outbound tourism. This study proposes the opinion leader recognition model based on social network analysis (SNA), and identifies leader value presented by construal influence, content influence, and activity to measure and evaluate the effect of opinion leader on consumers' cognition. Based on the empirical data, this study examines the soundness of SNA in VTC dimensionally and comprehensively, and establishes the opinion leader recognition, which can be used in future research to explore the assessment mechanism of opinion leader' effect on consumers.
机译：随着中国互联网产业的蓬勃发展和消费者对出境旅游需求的不断增长，虚拟社区中的舆论领袖对消费者的决策过程产生了重大影响。因此，确定虚拟旅游社区（VTC）的意见领袖对于出境旅游虚拟社区至关重要。本研究提出了一种基于社交网络分析（SNA）的意见领袖识别模型，并通过建构性影响，内容影响和活动来识别领袖价值，以衡量和评估意见领袖对消费者认知的影响。基于经验数据，本研究对VTC中SNA的合理性进行了全面，全面的研究，并建立了意见领袖的认可度，可在未来的研究中探索意见领袖对消费者影响的评估机制。

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