品牌依恋驱动下用户在线评论信息生成机制-宝阳悦读网

　　　　

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品牌依恋驱动下用户在线评论信息生成机制

作者：毕达宇

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内容简介:

本书主要探讨并分析了在品牌依恋情境下用户生成评论内容的一般行为模式，以及品牌依恋对行为的作用机理。首先通过实证分析方法明晰品牌依恋与评论生成动机及评论内容特征间的内在关联，其次系统梳理品牌依恋驱动下用户生成评论内容的内在规律，最后基于社区高质量评论发展的基本规律，从品牌依恋的视角提出并制定激励用户生成高质量评论内容的优化策略。本书可用于信息系统与用户行为、商务数据分析与文本挖掘、市场营销等相关研究领域研究人员参考与借鉴，开拓研究视野，满足相关学科师生对于上述研究领域的学习需要。

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