Continuous marketing in the social business platform based on identifying consumer boring products
Continuous marketing in the social business platform based on identifying consumer boring products
复制标题
基于识别消费者无聊产品的社交电商平台持续营销
DOI：
10.3233/jifs-201980
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发表时间：
2021-09
影响因子：
2
通讯作者：
Zhaoxu Yu
中科院分区：
文献类型：
--
作者：
Shugang Li;Hanyu Lu;Qian Dou;Ru Wang;Zhaoxu Yu
在社会化商业平台上，持续向消费者营销，可以充分挖掘消费者的购买潜力。然而，由于消费者会受到社交好友的影响，其喜好经常发生变化，从而导致了熟悉用户的冷启动问题（CSPFU），传统的产品推荐方法由于关注于识别更喜欢的新产品而不是枯燥的熟悉产品，因此难以取得令人满意的效果。为此，提出了一种基于产品与消费者多维相关性的消费者多阶段补偿产品评价模型（CMCPEM），以识别消费者可能感到疲劳的产品。具体而言，首次提出了多维相关性指标来刻画消费者对待识别目标产品的偏好、与该消费者具有社会传染关系和结构等价关系的其他消费者以及同质产品的其他消费者。将这些多维相关性指标进行直接线性、非线性和间接融合后，提出了综合描述消费者对产品评价过程第一阶段的补偿性指标。然后利用非嵌套模型中的J检验筛选出消费者关注的非嵌套CI，最后在第三阶段综合考虑消费者关注的CI和代表消费者喜好的指标给出最终决策结果。在YELP数据上的实验结果证实了CMCPEM在成功发起持续营销活动方面的有效性。
In the social business platform, continuous marketing to consumers can fully explore the consumer purchasing potential. However, since consumers can be influenced by their social friends, their tastes often change, which resulting in the cold start problem of familiar users (CSPFU), and the traditional product recommendation methods are difficult to achieve satisfactory results because they focus on identifying the preferable new products instead of boring familiar products. Therefore, a consumer multi-stage compensation product evaluation model (CMCPEM) based on the multidimensional correlation of products and customers to identify the products that consumers may feel tired is proposed. Specifically, the multidimensional correlation indexes are firstly proposed to depict the preferences of the consumer for the target product to be identified, other consumers who have social contagion and structural equivalence relationships with the consumer and other consumers of homogeneous products. After the direct linear, non-linear and indirect fusion of these multidimensional correlation indexes, the compensation indexes (CIs) are proposed to comprehensively describe the first stage of product evaluation process of consumers. Then, J test in the non-nested model is used to screen out the non-nested CIs that consumers focus on. Finally, in the third stage, the final decision result is given by comprehensively considering CIs that consumers focus on and the indexes that represent consumers’ favorite. Experiment results on YELP data confirm the effectiveness of CMCPEM in successfully launching the continuous marketing campaign.
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影响因子：
3.7
作者：
G. Haines;J. Howard;J. Sheth
通讯作者：
G. Haines;J. Howard;J. Sheth
影响因子：
--
作者：
Cemgil AT
通讯作者：
Cemgil AT
社会凝聚力
DOI：
10.1002/9781118924396.wbiea2297
发表时间：
2018
期刊：
The International Encyclopedia of Anthropology
影响因子：
--
作者：
Jacob M. Taylor;Arran J. Davis
通讯作者：
Arran J. Davis
影响因子：
10.4
作者：
SALANCIK, GR;PFEFFER, J
通讯作者：
PFEFFER, J
影响因子：
16.6
作者：
Aral S;Nicolaides C
通讯作者：
Nicolaides C