跨网络社会学习对移动用户创新扩散的影响研究

项目名称： 跨网络社会学习对移动用户创新扩散的影响研究

项目编号： No.71461011

项目类型： 地区科学基金项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 杜宾

作者单位： 江西财经大学

项目金额： 36万元

中文摘要： 移动商务的应用渗透率相对较低，用户移动购物的习惯有待培养，手机购物体验和用户信任度尚未完全建立，研究移动用户跨网络社会学习行为对创新扩散的影响是解决这些问题的关键。由于社会网络的多样性，传统社会学习理论和创新扩散理论不能有效地解释与预测用户行为。本课题从概念漂移的视角，对传统社会学习理论、扩散理论进行针对性地补充和完善，揭示移动用户的多维度社会学习行为，挖掘创新扩散能力的重要影响因素，构建可供信息服务商使用的创新扩散模型。主要研究内容包括：①移动用户跨网络社会学习行为分析；②基于计算实验方法剖析跨网络社会学习对创新扩散的影响因素；③基于跨网络社会学习的创新扩散模型构建和实证。设计两阶段社会学习的时间序列模型、跨网络边界社会学习模型将有效解释与预测用户社会学习行为及创新扩散能力，推动扩散理论和社会学习理论的发展；实践方面为挖掘潜在用户，提升用户粘度，促进移动商务发展提供理论依据与管理策略。

中文关键词： 社会学习；创新扩散；概念漂移；移动商务

英文摘要： At present, the application penetration of mobile commerce is relatively low. The user mobile shopping habits need be training. Mobile phone shopping experience and user trust has not been completely established. Research on influence of social learning behavior across network on innovation diffusion by mobile users is the key to solve these problems. Due to the characteristics of mobile social network, traditional social learning theory and innovation diffusion theory cannot effectively explain and predict user behavior. From the perspective of concept drift, to supplement and improve on the traditional social learning theory, diffusion theory, this project reveals social learning behavior with some dimensions of mobile users, constructs innovation diffusion model for information service providers and mines important influence factors of the diffusion ability of innovation. The main research contents include analyzing social learning behavior cross network of mobile users, constructing and empirical methods innovation diffusion models based on social learning across network, and dissecting important influence factors based on computational experiment. Time series model of two stage of social learning and model of social learning cross the boundary of the network by this project in theory are effective to explain and predict social learning behavior and innovation diffusion capability. In practice, this project will helpful mine potential customers, enhance the user viscosity, and provide theoretical basis and management strategies to promote the development of mobile commerce.

英文关键词： Social Learning;Innovation Diffusion;Concept Drift;Mobile Commerce