网络社区用户行为仿真及分析①.PDFVIP

2014 年 第 23 卷 第 7 期 计 算 机 系 统 应 用 ① 网络社区用户行为仿真与分析 1 2 2 单晓红 , 王 宁 , 蔡 培 1(北京工业大学 经济与管理学院, 北京 100124) 2(北京邮电大学 经济管理学院, 北京 100876) 摘 要: 借鉴行为经济学中的心理账户理论, 将用户在参与网络社区时的心理账户分为社区归属感、知识共享、 人际关系的维护和个人价值认同四个子账户, 通过模拟社区中活跃者和潜水者在参与社区话题时心理账户对行 为的影响, 得出了网络社区用户数量变化及其影响因素的重要结论. 这些结论对于帮助社区经营者准确地把握 用户行为的深层次心理需求, 及时改善社区经营具有重要意义. 关键词: 网络社区; 用户行为; 心理账户; Netlogo Simulation and Analysis of Virtual Community Users’ Behavior 1 2 2 SHAN Xiao-Hong , WANG Ning , CAI Pei 1(The College of Economics and Management, Beijing University of Technology, Beijing 100124, China) 2(School of Economics and Management, Beijing University of Posts and Communications, Beijing 100876, China) Abstract: Using the theory of mental accounting in behavior economics, this paper divides the users’ mental accounting when it participates in virtual community into 4 subaccounts concluding community attachment, knowledge sharing, maintenance of relationship and personal value recognition. By simulating the mental accounting of active persons and divers in virtual community to behaviors when they participate community topics, some conclusions of the users’ numbers and influencing factors are drawn. These conclusions can help community operators grasp the deep-seated psychological needs hidden behind the users’ behavior accurately. It has some significance in improving community management. Key words: virtual community; users’ behavior; mental accounting; Netlogo 从九十年代中期爆发的互联网革命开始到现在移 用户参与行为的关键因素. 动互联网的蓬勃发展, 网络社区已经融入人们的生活 对于网络社区经营者而言, 深刻了解和充分挖掘 之中, 并且悄然改变了人际关系的处理方式.