| Online community emerged with the rapid development of the Internet since the 90’s of last century,and the speediness of its development has caused many scholars’attention. But the scholars have notagreed on the definition of online community, most of them support the opinion that online communitymeans a community includes a BBS forum, post bar, bulletin boards, discussion groups, online chat, friends,personal space, wireless value-added services and other forms of online communication, space, the sametheme of the online community has focused with common interests the visitor. As the user, as long as ourwork requires network, we will inevitably become a certain or some a member of an Internet community.Unique advantages and features of online community make this newly emerging things to win supportamong the people, formation of online community for the user is undoubtedly beneficial, not only forenriching the Internet life, more for the user to expand the Internet space, to deepened the common interestwith respect to the depth of knowledge.The number of online community has been growing exponentially, faced with such fierce competition,research in online community user’s behavior for community operator is very necessary, the most importantreason is commercial interests. According to the DCCI 2009-2010 Chinese Internet market data, growthrate of revenue in online community advertising is below the growth produced by audience size. By the endof 2010, Internet community forum audience is 183million people in China, and by the end of 2011 thisnumber increased to 245million people, a net increase of 62million people, an increase of 33.9%. Thus,those can get this part of the user can get more benefits. Therefore, how to attract volume must be set tocause the user’s attention and retain customers to produce the most favorable behavior on the web. Thisrequires thorough understanding and thorough analysis on the user’s behavior, research has practicalsignificance and necessity.This paper is based on the QQ community as the object of study, the questionnaire design and surveyanalysis take QQ community as a template. Firstly, use structural equation modeling method to classify thefactors that impact online community’s profit, and quantify the degree of the factors. Structural equationmodeling is a commonly used data analysis method in current management study. It is closely related tomultivariate regression analysis, but its principle and method can be applied to many development multivariate data analysis method. It covers various original multivariate data analysis method, applied tosequencing, and spacing ratio scale, management, social science research, and multiple regression analysisand has gradually become a main multivariate data analysis method.According to the user of the questionnaire feedback, frequency of the various options can be counted,then association rules data mining is used in order to achieve users classification, and then use a complexnetwork of community partitioning algorithm to find the community of users and user center bridge, and alltypes of users were discussed respectively. For different types of users to adopt different maintenancestrategy, finally makes QQ community construction have more and better economic foundation.Complex network technology and data mining technology is relatively mature technology, theapplication of these two kinds of technology in online community user behavior analysis is a relatively newresearch and application. In this paper, combined with the use of two kinds of artificial intelligencetechnology, online community user behavior analysis can be researched in a new perspective, can make theonline community website has a clear understanding of users who will have a positive impact on the siteand the degree of their influence. |
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