24 4 ISSN 1672-0334 Vol. 24 No. 4 71-83 2011 8 Journal of Management Science August 2011 1 1 1 2 1 100876 2 430081 AISAS 10 AISAS F274 A 1672-0334 2011 04-0071 - 13 1 Twitter 2006 6 DELL Twitter 2 2009 - - - - attention -interest -search -action -share AISAS 6 150 650 1 2009 8 2011 10 2 2 2 2010-11 - 30 2011-07 - 04 1965 - E-mail jys1900@ yahoo. com. cn
72 Journal of Management Science 2011 8 2. 1 AISAS AISAS AISAS AIDMA attention -interest -desire - memory -action Lewis AISAS AIDMA BBS Blog 1898 Hall 3 19 20 Web 2. 0 AIDMA Web 2. 0 5 7 1 AIDMA AIDMA AIDMA 5 Web 2. 0 Lewis 4 6 1 AIDMA AISAS Figure 1 Evolution Illustration from AIDMA Model to AISAS Model Web 2. 0 AISAS Ritsuya 8 AISAS 5 AIDMA Fumito 9 AISAS AISAS 6 AISAS 5 AISAS Web 2. 0 AISAS 10 AI- SAS 11 5 410 1 Chang 11 AISAS 18 562
4 73 3 1 Google Google 12 2 API 5 3 AISAS 3 Barletta 13 Search Action Share AISAS AISAS Verk- Attention lin 14 Interest AI Web 2. 0 Search Action Share SAS Carvao 15 AISAS AI SAS SAS AI AI AISAS SAS AISAS Web 2. 0 AIDMA AISAS Fukui 16 AISAS Java AISAS 19 OPNET Lin 17 AISAS Web 2. 0 Web 2. 0 AISAS AIDMA 2. 2 AISAS Twitter Google AISAS Google Shandwick 20 18 Court 21 Twitter Twitter AISAS Passant 22 Attention In- terest
74 Journal of Management Science 2011 8 Xu 23 AI Ehrlich 24 Twitter 4 Heil 25 10% Twitter 90% Twitter AISAS 26 BBS Blog 27 Lin 17 AISAS AISAS AISAS AI AISAS SAS 28 2010 3 30 10 14 UCINET 3 14 3 3. 1 AISAS 2 1 AISAS SAS O A A ' 2. 3 AISAS B B ' AISAS AIDMA AI- AI SAS SAS Fumito 9 C C ' AISAS BBS Blog
4 75 TT FL HT t t - 1 HT t HT t-1 ΔHT a α 0 α 1 α 2 2 AISAS Figure 2 AISAS Model of Enterprise Microblogging Marketing 1 AISAS Table 1 Parameters of AISAS Model of Enterprise Microblogging Marketing 1 1 AI t O t O t 29 a O t - 1 α 0 Cobb -Walgren 30 O t - 1 t t - 1 2 SAS a a HT t-1 0 < α 1 < 1 t E E ' O t HT t t t - 1 D D ' O t - 1 HT t-1 O 1 O 2 O 3 BB' DD' EE' AISAS 1 3 AISAS 2 3 TT FL α 2 > 0 SAS
76 Journal of Management Science 2011 8 AI SAS Web 2. 0 2009 11 2010 5 10 2009 11 16 12 1 H 1 H 2 TT FL HT 3 3 13 00 23 00 3 AISAS 11 16 AIDMA 12 4 19 16 3 3 38 4. 2 STATA 10. 1 38 TT FL TT FL H 3 0. 992 H 1 FL HT f FL f TT FL 1 3. 2 2 H 2 f TT FL = f FL = α 2 FL 1 a = S A'B'BA t t - 1 O t HT t = S B'C'E'ECB O t - 1 HT HT t-1 = S t = α 0 + α 1 HT t-1 + α 2 FL 2 B'C'D'DCB ΔHT = 2 STATA 10. 1 38 HT t - HT t-1 = S D'E'ED AISAS 2 1 AI a 2 α 0 2 SAS Table 2 Data Regression Analysis Table of Changan Ford Case TT FL t f TT FL 3 AISAS FL 0. 013 2. 690 0. 011 HT t-1 α 1 HT t-1 α 1 0 < α 1 < 1 HT t-1 0. 830 15. 770 0. 000 13. 168 2. 100 0. 043 1 HT t-1 HT t HT t-1 2 TT FL 38 R 2 = 0. 997 TT FL HT 1 R 2 = 0. 997 HT t = α 0 + α 1 HT t-1 + α 2 FL HT t = α 0 + α 1 HT t-1 + f TT FL 1 2 α 0 = 13. 168 α 1 = 0. 830 α 2 = 0. 013 4 t 2 3 0 H 2 4. 1 H 3 3 HT t = α 0 + α 1 HT t-1 + α 2 FL
4 77 FL HT t = 13. 168 + 0. 830HT t-1 + 0. 013FL TT 3 4. 3 FL TT 2010 4 H 2 H 3 HT t = α 0 + α 1 HT t-1 + α 2 FL 2 FL HT HT HT t-1 HT t-1 4 FL HT 2010 3 5 9 9 2 3 HT t = α 0 + α 1 HT t-1 + α 2 FL STATA 10. 1 9 4 4. 3. 1 α 2 α 2 2 2010 3 10 4 7 α 2 = 0. 281 1 α 2 = 0. 013 DELL Twitter 2 3 H 1 2 FL TT HT 3 4 Figure 3 Relationship Chart of FL and TT 1 in Case 2 of DELL China 3 2 FL TT Table 3 3 10 Observation Data Table of 10 Typical Enterprise Microblogging Marketing Cases 1 2009. 11. 16-2009. 12. 04 38 5 259 2 DELL 2010. 03. 10-2010. 04. 07 50 8 976 3 2010. 03. 16-2010. 04. 13 50 13 506 4 2010. 04. 15-2010. 04. 21 12 430 785 5 2010. 04. 27-2010. 05. 07 22 24 574 6 OPPO OPPO 2010. 04. 06-2010. 04. 16 20 1 134 7 2010. 04. 09-2010. 04. 23 24 7 944 8 2010. 03. 18-2010. 05. 19 96 6 680 9 KFC 2010. 04. 12-2010. 05. 12 60 41 085 10 2010. 04. 12-2010. 05. 12 60 41 085
78 Journal of Management Science 2011 8 4 10 Table 4 Data Regression Analysis Table of 10 Typical Enterprise Microblogging Marketing Cases R 2 t FL 0. 013 2. 690 0. 011 1 0. 992 0. 997 HT t-1 0. 830 15. 770 0. 000 13. 168 2. 100 0. 043 FL 0. 281 4. 990 0. 000 2 0. 946 0. 999 HT t-1 0. 875 35. 310 0. 000-812. 461-3. 620 0. 001 FL 0. 209 1. 530 0. 133 3 0. 970 0. 998 HT t-1 0. 915 19. 760 0. 000-2 283. 124-1. 430 0. 158 FL 2. 174 0. 630 0. 592 4 0. 989 0. 958 HT t-1 0. 389 0. 550 0. 636-875 023. 400-0. 610 0. 603 FL 0. 858 5. 250 0. 000 5 0. 951 0. 994 HT t-1-0. 259-1. 120 0. 279-13 042. 090-5. 130 0. 000 FL 0. 029 1. 000 0. 332 6 0. 857 0. 989 HT t-1 1. 030 18. 430 0. 000-35. 691-2. 060 0. 055 FL - 0. 057-0. 210 0. 835 7 0. 986 0. 993 HT t-1 1. 049 9. 830 0. 000 400. 694 0. 200 0. 841 FL - 0. 212-2. 480 0. 015 8 0. 994 0. 999 HT t-1 1. 047 115. 440 0. 000-19. 137-0. 790 0. 432 FL 0. 100 2. 220 0. 031 9 0 0. 999 HT t-1 0. 984 128. 860 0. 000-3 059. 783-2. 070 0. 043 FL 0. 010 2. 490 0. 016 10 0 0. 986 HT t-1 0. 808 24. 380 0. 000-98. 371-0. 830 0. 410 3 2010 3 16 t = 1 HT 1 = α 1 + α 2 FL 4 13 α 2 = 0. 209 α 2 FL α 2 FL α 0 2 α 0 = - 812. 461 α 2 3 α 0 = - 2 283. 124 1 α 2 α 0 α 0 = 13. 168
4 79 4 2 FL HT Figure 4 Relationship Chart of FL and HT in Case 2 of DELL China 1 α 2 α 0 5 α 2 4 2010 4 14 1 1 α 2 = 2. 174 α 0 = - 875 023. 400 4. 3. 2 α 1 α 1 < 0 α 1 HT t-1 0 < α 1 < 1 5 α 1 = - 0. 259 10 α 1 < 0 α 2 = 0. 858 2 α 2 = 0. 281 3 24 574 α 1 α 1 > 1 6 OPPO α 1 = 1. 030 7 α 1 = 1. 049 8 α 1 = 1. 047 0 < α 1 < 1 OPPO 3 1 6 OPPO SJM BOBO OPPO OPPO OPPO 2 7 3 8 3 2010 4 6 TT FL 0 5 3 FL TT 5 Figure 5 9 10 Relationship Chart of FL and TT in Case 9 and Case 10 of KFC China
80 Journal of Management Science 2011 8 9 4 12 5 12 KFC KFC 2010 4 6 FL = 410 85= - 3 059. 783= 0. 984 α 2 = 10 4 12 5 12 α 0 α 1 0. 100 6 = 0. 100 α 2 1 α 2 = 0. 013 FL = 41 085 α 0 = - 98. 371 α 1 = 0. 808 α 2 = 1 0. 010 1 1 711 7 Buskirk 32 6 9 FL HT KFC Figure 6 KFC Relationship Chart of FL and HT in Case 9 of KFC China 2 7 10 FL HT Figure 7 Second Kill Gate Relationship Chart of FL and HT in Case 10 of KFC China 28 14 10 4 4 TT FL 31 1 015 TT FL HT 26 2009 11 0. 2% Shandwick 20 100 Twitter Twitter 50% 500 76% 500 Twitter Neuman 33 4 3 Riemer α 1 34
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