Abstract
Now Weibo has become a new product information communication style and plays an increasingly important role in user’s cognitive behavior. Besides, the online word of mouth is formed by user experience and idea. So in order to clarify Weibo WOM spread mechanism, we need to research the negative word of mouth spread behavior, and take some right solution for merchants. This article gathered negative product information and date from Sina Weibo, analyze the network model and use WeiboEvents analysis tool to research their network structure, get the spread characteristic. We expect it could take some help for the future develops on Weibo WOM.
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Acknowledgments
This work was supported by the National Natural Science Foundation of China (No. 71471106), Specialized Research Fund for the Doctoral Program of Higher Education (20133704110003).
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Liu, Y., Ma, Y. (2016). The Behavior Analysis of Product Negative Word-of-Mouth Spread on Sina Weibo. In: Zu, Q., Hu, B. (eds) Human Centered Computing. HCC 2016. Lecture Notes in Computer Science(), vol 9567. Springer, Cham. https://doi.org/10.1007/978-3-319-31854-7_26
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DOI: https://doi.org/10.1007/978-3-319-31854-7_26
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