Research on the WOM Publisher's Behavior and Influence Evaluation In the Virtual Community of E-commerce

LU Mei-li1，2，YAN Yu-fei2 and CAO Cui-zhen1，3 （1.Shanxi University of Finance and Economics，Taiyuan，Shanxi030006，China；2.Southwestern University of Finance and Economics，Chengdu，Sichuan611130，China；3. Business School，Shanxi Technology and Business College，Taiyuan，

Shanxi030006，China）

Abstract：With the rapid development of Internet and IT，the virtual community provides an important place for consumers to share their products and exchange experience with a richer form of WOM and content. And it plays an increasingly important role in understanding consumers’behavior，increasing the added value of commodity，and having impact on consumers’ decision making concerning shopping. The integration of society into e- commerce has become a new direction for the development of the e- commerce. The authors analyze WOM publisher's behavior and related behavioral data in the virtual community，and study the different influence values of the WOM publishers. And the index system of the evaluation of the WOM publisher's influence is established by factor analysis，and the clustering analysis of the specific factors is carried out. It is found that the WOM publisher's influence in virtual community can be evaluated from such four aspects as activeness，loyalty， interaction and expansion. According to characteristics in these four aspects，WOM publishers can be classified as super active experts，loyal experts，interactive experts and little experts. Incentive mechanism suitable to different kinds of groups can help us to promote the sustainable development of virtual communities.

Key words：virtual community；e-WOM；WOM publisher's influence；index system

doi：10.14089/j.cnki.cn11-3664/f.2018.05.003引用格式：刘建鑫，王可山.电商生鲜食品物流能力评价[J].中国流通经济，2018（5）：22-31.