Current Issue

2014, Vol. 16 No. 2 Published:30 April 2014

Visualized Transmission of Adorable Culture in Network Times

ZHOU Xiao-li， LIANG Gang

2014, 16 (2): 1-5.

Abstract ( 2030 ) PDF (0 KB)( 400 )

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The media technology innovation always produces new cultural forms The development of network technology has even pushed the transmission of image culture High visualization has become the main characteristic of the culture The “adorable” culture which is at present popular between reality and network is a kind of typical and visual communication-centered culture Through text analysis of “adorable” cultural phenomenon, its communication characteristics are researched and its visualized-information communication changes in network times are pondered under the visualized transmission theory

Relationship between Enterprise Microblogging and Its Marketing Effectiveness

WANG Ling-li，YAN Qiang

2014, 16 (2): 6-11.

Abstract ( 2348 ) PDF (0 KB)( 389 )

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Based on the microblogging marketing analysis model, indicators used to measure microblogging marketing effectiveness in other researches are collected Through factor analysis, the comprehensive indicators that measure microblogging marketing effectiveness have been calculated After that, factors affecting microblogging marketing effectiveness have been analyzed from four aspects of the frequency of posting microblogging information, opinion leader resources, microblogging information expression pattern, microblogging content features The findings show that with regard to enterprise microblogging marketing, the video usage of microblogging and opinion leader resources of microblogging are the key factors that affect its marketing effectiveness Compared with the video usage of microblogging, the effect of opinion leader resources is more notable

Information Criticism Electronic Media Environment
——Analysis of Neil Postman’s thought on media studies

WU Xiao’en

2014, 16 (2): 12-18.

Abstract ( 1905 ) PDF (0 KB)( 351 )

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Neil Postman’s thought on media studies is targeted at media mode and the trend of the whole social cultures, in which the criticism of electronic media information is the important aspect The paper focuses on the information in electronic environment from the aspects of “conditions”, “carrier”, “consequences” and “nature” to state Postman’s thought on media studies, and reveals the deep influence of electronic media information on social culture tendency His study on media, especially the electronic media is of paramount guidance to the current social

Evaluation System of Virtual Community Value Based on AHP-Fuzzy Evaluation Analysis

NING Lian-jv，FENG Xin

2014, 16 (2): 19-24.

Abstract ( 1907 ) PDF (0 KB)( 344 )

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With the popularity of socialized media and application, the Internet has stepped into the community era Under the background of Internet revolution and innovative development of community, proper description of dimension of community value and construction of complete evaluation system will benefit to the long-term and stable growth of community and providing valuable guidance to the related persons Through literature review, 13 indexes which influence community value are summarized based on intelligent value, social value and cultural value, forming the complete value system Based on AHP-fuzzy evaluation, the structure and rank of the value of BYR community are empirically analyzed, which defines fundamental frame and specification for community value evaluation, and enriches the achievements of this field The conclusion also provides guidance for the development of the community

Complexity of Network Public Opinion Communication System

REN Le-yi

2014, 16 (2): 25-29.

Abstract ( 2079 ) PDF (0 KB)( 365 )

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Public opinion communication, as an important manifestation of network behavior, of which, higher requirements towards research methods are proposed For the needs of research method innovation on network transmission and network transmission system, from the view of the complexity of network organization system, the preliminary exploration has been carried on about network public opinion communication as complexity system Based on the complexity science research methods of information science, the public opinion communication is researched The concept of the complexity of the network public opinion communication system is introduced, and the network public opinion communication system is described by the Logistic model based on the self-organized theory of complex systems

Integrity Behavior Pattern and Its Dynamics in C2C E-commerce Market

PENG Hui，WU Li

2014, 16 (2): 30-36.

Abstract ( 1776 ) PDF (0 KB)( 347 )

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Existing credit evaluation system of e-commerce is difficult to accurately measure and compare the differences and the changes in multi-dimension credit indexes, because of the characteristics of single dimension In order to promote the revealing function of current credit rating system in C2C market, online shops’ behavioral patterns and its dynamic mode from multi-dimensional index is analyzed through clustering methods by collecting integrity indicators data of Taobao in seven industries of different credit rating sellers Static mode analysis shows that online shops have six types of characteristics combining dynamic rating, credit rating and positive ratio, and indicates that credit score is weaker than dynamic rating and positive ratio when individually revealing credit performance of online shops Dynamics mode analysis shows that there are three types of combined changes Finally, suggestions are proposed to make improvements to the existing evaluation system, so that it can show the real integrity level of different types of sellers

Influencing Factors of Consumers’ Purchase Intention on Online Flash Sale

ZHAO Bao-guo, JI Mei-shan

2014, 16 (2): 37-43.

Abstract ( 2344 ) PDF (0 KB)( 365 )

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Base on TAM an influencing factor model of consumers’ purchase intention on online flash sale is constructed, studying the major influencing factors about purchase intention and the mutual relationship among them The results show that price discount, authentic brand and pictures improve perceptive effectiveness and thus improve purchase desire; time limitation and quantity limitation improve conceptive pressure and thus improve purchase desire


Consumers’ Decision-making Mechanism of Service Customization on “Framing Effect”

WANG Qi， ZHANG Xing-ping， WANG Lin， ZHANG Xiao-hang

2014, 16 (2): 44-52.

Abstract ( 2038 ) PDF (0 KB)( 329 )

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In order to test the validity of the “framing effect” in the service customization, in the context of telecom service, the consumers’ decision-making process under “addictive” frame and “subtractive” frame is studied, and the differences of consumers’ choice in the service customization under the two kinds of frame modes are analyzed On the basis of that, the differences of the business attributes, as well as the differences of the difficulty, pleasure, expected regret and satisfaction of the consumers’ decision-making process are analyzed The experimental results show that by the influence of loss aversion, business attributes and other factors, there are obvious preference differences in the service customization under different frame modes Meanwhile different frame presentation will lead to differences in consumer decision-making mechanism Results of empirical analysis of data collected during the telecom service customization process confirm that the process is win-win for both businesses and consumers under “subtractive” frame, thus contributing to better business practice of the “subtractive” option framing mode

Bidding Strategy of Radio Spectrum Auction Based on Triangular Distribution

WAN Xiao-yu， LIU Bo

2014, 16 (2): 53-57.

Abstract ( 1800 ) PDF (0 KB)( 315 )

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The bidding strategy of telecom operating company is of great importance in the radio spectrum auction For the purpose of providing the best bidding strategy for the telecom operating companies, according to the current stage of China’s telecom industry market characteristics and bidding preference features of radio operator spectrum auction, using incomplete information static game theory, the operating companies bidding game model based on the triangular distribution is constructed and a comprehensive consideration of risk preference and central tendency bidding strategy is put forward At the same time, the equilibrium analysis finds that enterprises’ valuation central tendency or risk preference can positively motivate its equilibrium bid

Big Data Application in Information Consumption

LI Ming-jie，YAN Qiang

2014, 16 (2): 58-63.

Abstract ( 2528 ) PDF (0 KB)( 355 )

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With the progress of Internet and information technology, big data and information consumption have attracted people’s more attention How to apply big data to the development of information consumption has become a hot topic Starting from the relationship between big data and information consumption, it is pointed out that big data is the main driving force in the development of information consumption, and then the influence of big data on information consumption is analyzed from the subjective and objective points of view Combined with the example, big data in the application of information consumption is analyzed, and finally, the rules of big data in the application of information consumption are summarized

Total Factor Productivity and Regional Differences in China’s Telecommunications Industry

LIU Jin-song, SHU Hua-ying

2014, 16 (2): 64-68.

Abstract ( 1722 ) PDF (0 KB)( 306 )

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With the tool of Malmquist index method, the total factor productivity (TFP) variation in the telecommunications industry (from the year of 2001 to the year of 2010) is calculated and resolved, and the TFP variation of different provinces is researched Through horizontal comparison, time sequence characteristics of TFP variation in the telecommunications industry is explored, the inherent laws and mechanisms of difference evolution are revealed and demonstrated, and further the reform effects and differences in the telecommunications industry development stages are discussed


Structural Change of China’s Manufacturing Industry
——Based on figures between 2002—2010

WANG Wei， SUN Bang-zhu

2014, 16 (2): 69-75.

Abstract ( 1988 ) PDF (0 KB)( 318 )

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Using the method of measuring the contribution degree from the inputs, the manufacturing industry is classified into two types, labor-intensive and capital-intensive From the year of 2002 to the year of 2010, the structure of manufacturing industry showed an obvious characteristic that labor-intensive industry was transforming to capital-intensive industry According to analysis, labor-intensive industrial transformation, the decline in external demand, overcapacity, the decline in labor productivity and government investment policies during financial crisis period are the main reasons for the structural change of manufacturing industry


Reform Direction of Environmental Tax in China Based on Ecological Compensation Effect

ZHANG Qian，TAN Xu-hong，XUE Yan

2014, 16 (2): 76-82.

Abstract ( 1961 ) PDF (0 KB)( 320 )

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Based on the analysis of ecological compensation effect of environmental tax, the practice of environmental tax system in China is systematized It is found that at present, environmental tax system is not perfect in China, merging style environmental tax affects the taxation neutral principle, and the country lacks the independent environmental tax, which leads to deficiency in ecological compensation guidance and difficulty in realizing “double dividend” effect Unsound environmental tax collection and management system has weakened the effect of ecological compensation In view of this, environmental tax reform direction should be cleared, the environmental tax system with the concept of ecological compensation should be designed gradually based on the national conditions, and the environmental tax revenue collection and management system should be perfected, in order to improve the environmental tax effect and promote the construction of ecological civilization

User-Centered Design of Questionnaire
——Application of in-depth interview and usability testing in quality control of questionnaire

ZHOU Xue，HOU Wen-jun，SUN Wei，LI Tie-meng

2014, 16 (2): 83-89.

Abstract ( 1880 ) PDF (0 KB)( 296 )

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The authenticity and reliability of the questionnaire survey results is closely related to the quality of questionnaire design The existing questionnaire quality evaluation methods have some shortcomings, such as the narrow application or the strong subjectivity of questionnaires User-centered research methods applied to the process of questionnaire quality evaluation and optimization is proposed, and the two methods — in-depth interview and usability testing are introduced By evaluating and optimizing the “user research requirement evaluation questionnaire” of a company and comparing with the traditional methods, the effectiveness of the introduced methods is confirmed In conclusion, as user-centered research methods, in-depth interview and usability testing can obviously improve questionnaire design process and should be a significant section in questionnaire design

New Implied Meaning of Powerful and Weak Cultures
——Analysis of Japanese movie Karigurashi No Arietta

WAN Liu

2014, 16 (2): 90-93.

Abstract ( 1973 ) PDF (0 KB)( 323 )

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In the animated movie Karigurashi No Arietta, the growth and decline of the power of human beings and nature has been translated into the match and compromise between human beings and the borrow family The match and compromise is spread by 3 levels: the weak of the powerful group and the strong of the weak group; the strong of the weak and the weak of the strong; the compromise between the strong and the weak In the reality of a material society, the borrow family has given up contending against human beings, and come back to the nature The choice implies the deep contradiction between human beings and nature


Impact of New Generation Migrant Workers on Social Stability

WANG Jin-feng

2014, 16 (2): 94-100.

Abstract ( 2632 ) PDF (0 KB)( 374 )

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Through questionnaire from 2 000 new generation migrant workers and 100 on-site interviews in Beijing, Shanghai, Guangzhou, Hubei and Sichuan provinces, the impact of the living status, social expectations and sense of social justice issues on social stability of the new generation migrant workers is explored The results show that the living standards of the new generation migrant workers and social equity are low, and they lack sense of belonging; their expectations of society are increasing, while community space to their survival and development is lagging behind Focusing on these issues, measures such as improving the skills of the new generation migrant workers, enhancing their sense of belonging and happiness should be taken in order to achieve social stability