Current Issue

2016, Vol. 18 No. 4 Published:31 August 2016

Pubilc Order of WeChat from the Perspective of Civil Rationality

YANG Rui-ping1, CAO Tong-dan2

2016, 18 (4): 1-5.

Abstract ( 233 ) PDF (0 KB)( 496 )

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 As one of the most popular network communication tools currently, WeChat brings people much convenience, however, it also has a lot of problems, which shocks network public order, and threats the normal social public order as well The status and characteristics of the public order of WeChat are analyzed from the perspective of civil rationality The problems involved in the public order of WeChat are pointed out such as moral deficiency, fake information, information security, and so on Suggestions are put forward to strengthen the civil rationality in the public order of WeChat from the perspectives of government, operators and users

Influencing Factors on Students’ Satisfaction of WeChat Public Platforms of Universities#br# ——An Empirical Study Based on SEM

LI Xue, LONG Quan, WEN Shu-jing

2016, 18 (4): 6-12.

Abstract ( 215 ) PDF (0 KB)( 171 )

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With the rapid development of the Internet, WeChat public platforms are widely used in universities The acceptability and effect of WeChat public platforms have drawn wide attention of relative scholars According to the extended technology acceptance model (TAM) and American consumer satisfaction index (ACSI), a theoretical model about factors which would affect students’ satisfaction of the WeChat public platforms of universities is constructed Data are collected by questionnaires; the model is tested by structural equation model (SEM) The result reveals that satisfaction is directly influenced by perceived quality, perceived playfulness and perceived usefulness, and also indirectly influenced by perceived ease of use through perceived playfulness and perceived usefulness The result is significant to the establishment of WeChat public platforms of universities

Post-modern Writing and Hypnosis Aesthetics of Web Comics

ZHENG Xiao-hui，GAO Meng, MENG Xu

2016, 18 (4): 13-17.

Abstract ( 180 ) PDF (0 KB)( 160 )

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As an emerging network art, compared with the traditional comics with serious social function, web comics is more concerned with the expression of personal emotion For its anti depth, and focusing on senses and public participation, it is endowed with the post-modern characteristics In the context of the new media era, web comics, from the two dimensions of practice and aesthetics, has hypnotized on the traditional comics as the representative of the mainstream culture, in order to show the post-modern aesthetic spirit

Customer Purchase Prediction Based on Buying Behavior and Comment Behavior

LI Mei-qi1,2，QI Jia-yin2,3

2016, 18 (4): 18-25.

Abstract ( 198 ) PDF (0 KB)( 169 )

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In recent years, with the development of online-shopping, “Dianping” as the representative of the review sites is booming The forecast for customers’ future buying behavior in non-contractual transaction setting is the key research of customer lifetime value (CLV) evaluation and the prediction of customer loss The data of “Dianping com” is used, and then by analyzing the Dianping users’ behavioral characteristics and using the Pareto/NBD model in the non-contractual setting, the buying behavior of users is predicted Meanwhile, through introducing comments and purchase amounts as covariates, the effect of the result has been improved It reveals that users’ reviews can help predict users’ purchase behavior

Whether the Illegal Internet Finance Can be Ended#br# ——A Case Study of P2P Online Lending Platforms

WU Xiao, SUN Ying-jun

2016, 18 (4): 26-34.

Abstract ( 181 ) PDF (0 KB)( 346 )

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he dynamic game model with incomplete information is employed to study the choice of behavior among P2P online lending platforms and between P2P online lending platforms and regulators If regulators do not supervise these platforms initiatively, the legal platforms will be pushed to operate illegally because of the existence of illegal platforms Meanwhile, if regulators supervise them strictly, the costs of regulators and the number of illegal platforms show a positive correlation relationship, and the benefits of regulators and the number of illegal platforms show a negative correlation, and it also shows a negative correlation between the intensity of punishment from supervising authorities and the number of illegal platforms Then, the cost-benefit approach is used to demonstrate that the industry self-discipline committee can help regulators to ease regulatory pressure, and thus, the number of illegal platforms can be further reduced

Operation Mode and Its Incentive and Constraint of P2P Lending#br# ——Based on Perspective of Equity Market Stratification

ANG Tian-hui，LEI Liang-hai

2016, 18 (4): 35-42.

Abstract ( 172 ) PDF (0 KB)( 163 )

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Through the introduction of the general situation of P2P lending and operation principle, the characteristics and development trends of P2P lending are expounded On the basis of its operation mode, assuming that P2P network borrowers can motivate investors in the form of product returns, this completes seamless joint of P2P lending and equity layered market, and the hierarchical relationship between P2P lending and equity market is discussed At the same time, by referring to Wojciech model (2013), taking the project product as incentive the returns of borrowers, and setting two assumptions of project minimum parameter and total incentive parameter respectively, the issues about project participants’ profit maximization and optimal incentive parameters are discussed under two different conditions It is concluded that  the ultimate incentive mechanism of lenders and investors eventually is compatible, that is to say, their final goal is to promote the project to potential investors The author hopes that the study can introduce a new way of financing incentives to P2P lending, so as to realize the win-win of borrowers and investors, and promote the development of P2P lending

Information Space, Internet Finance and Government Regulation

YU Zhi-yuan1,2, WU hong2, HU chun2

2016, 18 (4): 43-50.

Abstract ( 175 ) PDF (0 KB)( 159 )

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Internet finance has developed rapidly, but also exposed some problems, such as information leakage, low liquidity, frequent breach of contract, P2P “run away” and etc Compared with the traditional finance, Internet finance has the feature of the universality in traditional finance, but also has the particularity of the Internet in the new era The information space theory is applied to study the Internet finance, which is analyzed from three dimensions of evolution production function and information space The information space of Internet finance is put forward, and the characteristics of the Internet financial presentation stage, data flowing in information space and Internet financial integration development are discovered Thus it is suggested that the comprehensive supervision and periodical supervision should be carried out which means completing the fundamental structure of Internet finance in the early stage while completing the regulatory law in the mature stage At present, the construction of big data and informatization, Internet credit and real-name network should be strengthened

Information Disclosure System of Internet Finance in China

LIU Qian-yun

2016, 18 (4): 51-57.

Abstract ( 185 ) PDF (0 KB)( 159 )

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Internet finance has higher requirement both on the quantity and quality of information Because of the importance of information and the bad influence of information asymmetry in the field of Internet finance, it is essential to regulate the information asymmetry and establish the Internet financial information disclosure system in nowadays China China’s current Internet financial information disclosure supervision mode and the legal liability system have some problems, so it is suggested that China should make efforts to improve legal system and laws on information disclosure of Internet finance; adopt functional regulation mode in accordance with information disclosure system of Internet finance; develop the function of industry self-regulatory mechanism and establish legal liability system of Internet financial information disclosure

Choice of Internet Governance Rules from EU’s “Right to Be Forgotten”

YANG Le, CAO Jian-feng

2016, 18 (4): 58-62.

Abstract ( 181 ) PDF (0 KB)( 158 )

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Since 1995, EU legislators have been enhancing the protection of personal data, and right to be forgotten has become a major concept in EU’s personal data protection legislation, which is now subjected to reasonable restrictions after three stages In the international society, there are two different approaches to the right to be forgotten: the general approach and the special approach EU is the model of the former approach; and the latter approach includes US and other countries Considering that the right to be forgotten does not produce the prospective substancial effects, but incurs huge burdens to the development of Internet industry, and considering that the existing normative system has already provided sufficient protection to personal data and privacy, and therefore, it is unnecessary to import right to be forgotten or arbitrarily expands its scope To the contrary, the effective protection of personal data and privacy should avail of institutions such as data minimization and privacy by design Meanwhile, China should proactively participate in the formulation of international Internet governance rules

Regulation of Lawyers’ Extrajudicial Statements

ZHU Bing-qiang

2016, 18 (4): 63-69.

Abstract ( 186 ) PDF (0 KB)( 152 )

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The lawyers’ extrajudicial statements are the statements that are openly said by the lawyers on an agency or on defense The modern Internet technologies provide preference for the expansion of lawyers’ extrajudicial statements The lawyers’ extrajudicial statements develop rapidly under the driving force of winning a lawsuit There are many defects on the regulation of the lawyers’ extrajudicial statements, including deficient norms, inadequate legality and excessive restrictions Two prerequisites should be concerned for the regulations of the lawyers’ extrajudicial statements The first one is the accurate definition of the regulation subjects and the second one is the comprehensive assurance of the value of the lawyers’ extrajudicial statements The balanced, reasonable and legitimate principles should be implemented in the whole procedure of the regulation of the lawyers’ extrajudicial statements

Precision Marketing Model Based on Technology of Signaling Big Data

WANG Hao-yu，SUN Qi-ming, HU Kai

2016, 18 (4): 70-76.

Abstract ( 190 ) PDF (0 KB)( 327 )

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In order to study the strategies and pattern of precision marketing in the big data era, the concept and characteristics of signaling big data are summarized, further signaling big data is classified as user attribute, telecom attribute and mobile Internet attribute and their application in precision marketing is analyzed, and finally the three models of precision marketing are discussed, which include signaling big data based label system and application of business user, adaptation and recommendation of user-product-channel and marketing tracing cycle The result shows that summarizing the signaling data by using data mining methods and providing personalized marketing strategies can effectively help enterprises to reduce marketing costs, improve efficiency and broaden the business development space

#br# Technology Forecasting of 3D Printing Industry#br# ——Based on Main Path Analysis of Patent

XU Guan-nan1，XIE Meng-jiao1，PAN Mei-juan2，ZHOU Yuan2

2016, 18 (4): 77-85.

Abstract ( 213 ) PDF (0 KB)( 143 )

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As an emerging industry, 3D printing industry has gained much attention in recent years 3D printing technology has been developing fast via different paths in various fields, so its technological focus and trends deserve in-depth exploration Therefore, the 3D printing technology evolution and forecasting analysis is conducted via main path analysis of patent Based on patent documents of 3D printing technology whose priority year is from 1960 to 2013, this paper divides 3D printing technology into three development phases by combining technology life cycle analysis Through using Ucinet and Pajek, the main paths of 3D printing technology in different stages are analyzed The results reveal that patents of 3D printing technology at present are mainly concentrated in the 3D printing methods, equipment and related technology, but have begun to study the application of this technique in biological tissue engineering, etc．

Construction of Quality Management Guidance with Chinese Road of Quality #br# Based on Value Judgment

GUO Xiao

2016, 18 (4): 86-91.

Abstract ( 171 ) PDF (0 KB)( 131 )

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 Quantitative analysis of present situation show that the absolute level of our product quality is increasing while its relative level is declining, which means quality development lags behind economic development In the face of this situation, it is pointed out that the “small quality” should be taken as a low-end in value chain This is just the subjective value orientation and choice rather than the objective law and the inevitable choice Quality should be judged based on the “direct and indirect” logic instead of “high and low” logic “Small quality” is the indirect value rather than the low-end value It is emphasized that giving accurate value judgment towards the manufacturing is the premise of construction of “powerful country in quality” The reason of the subjective and objective problems can be summed up as the objective tension between “innovation and control”, market reason for “lower quality requirements” and lack of quality values Finally two suggestions are put forward: first is to make long-term strategies originated in “Chinese context”; second is to construct the systems based on benefit induction

Nonlinear Relationship Between Traditional Advertising Investment and Enterprise Performance#br# ——Threshold Analysis Based on Industrial Enterprises Data

ZHAO Bao-guo, QUE Ren-chao

2016, 18 (4): 92-100.

Abstract ( 183 ) PDF (0 KB)( 144 )

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Making advertising investment decisions is an important step of modern enterprise marketing activities In the case of a certain amount of resource, if advertising costs too much, it will definitely affect spending in other areas In that situation, excessive advertising will be detrimental to the business performance improvement Therefore, this paper adopts threshold regression and verifies that there is not a simple linear relationship between advertisement investment intensity and firm performance The impact of traditional advertisement investment on enterprises operating performance shows a clear stage characteristic What’s more, the best range of advertising investment is ［0, 00463］ In other words, advertising investment maximizes its effectiveness in this range The best rang of high technology industry manufacturing is ［0,00275］, less than ordinary manufacturing, which is determined by its enterprise features

Cognition Survey of Japanese Loanwords in Chinese Internet Buzzwords

LI Yi-ni1, XU Jing-hong2

2016, 18 (4): 101-107.

Abstract ( 208 ) PDF (0 KB)( 148 )

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 Researches to Japanese loanwords in Chinese Internet buzzwords concentrated in word formation and semantic level, but cognition survey of these words is ignored A cognition survey of 164 Japanese loanwords in Chinese Internet buzzwords was carried out by taking 193 students of public elective course of Japanese in Beijing University of Posts and Telecommunications as objects Language and the propagation characteristics of these words were investigated too The survey found that the influence of Japanese ACG culture is the deep cultural reasons for these words to be spread It is also found that cognition of “Chinese-character-borrowed” words is the highest because they are the most in line with grammatical structures and semantic rules of Chinese “Meaning translated” words also show higher cognition because they are in line with the transformation of Chinese Generally speaking, cognition of “transliteration” words is high, but some words which require a high level of Japanese to be understood show lower cognition According to the higher penetration rate of English, cognition of “Alphabet-borrowed” words is higher than “Romaji-borrowed” words

Automated Assessment of Subjective Tests

LIU Wei, QI Zi-sen, WANG Mu-xuan

2016, 18 (4): 108-116.

Abstract ( 191 ) PDF (0 KB)( 144 )

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As one of the key technologies of smart education, automated assessment of subjective tests (AAST) is a crossed research direction on linguistics and natural language processing (NLP) and related disciplines Subjective questions will be divided into two types which have reference answers and open answers, and then based on the ways computing semantic similarity, the subjective questions with reference answers will be divided into three types which are simple word shape matching, use the universal knowledge and based on large-scale corpus The advances in evaluation technology and program on the subjective questions in domestic and overseas are introduced Then the advantages and disadvantages of each way are summarized and research point of deep learning can be learned to provide reference and inspiration for AAST on Chinese