网红数据资产价值影响因素研究——以新浪微博账号为例
Research on Influencing Factors of Data Asset Value of Internet Celebrities—Taking Sina Weibo Account as an Example

随着数据成为重要的生产要素，数据及数据资产价值的衡量引起了学术界和产业界的关注，本文基于特定情境，探究数据资产价值的影响因素。以新浪微博账号为例，将其看作网红用户，从专业度、活跃度、丰富度、传播度4个方面探究网红数据资产价值的影响因素，借助云自媒平台上微博账号定价数据、微博平台上的微博账号数据进行实证研究。结果发现传播广度、传播深度、账号信用、公司认证、发博活跃度、时间特征显著正向影响微博网红数据资产价值，创建时间、学历水平、丰富度、关注数显著负向影响微博网红数据资产价值，并据此为网红价值提升提出建议。本文从网红数据资产定价出发，为数据资产价值研究及其定价策略提供理论和方法支持。
As data becomes an important factor of production, the measurement of data and data asset value has attracted the attention of academia and industry. Based on a specific situation, this paper ex-plores the factors that affect the value of data asset. Taking the Sina Weibo account as an example, and considering it an Internet celebrity, its influencing factors are explored from degree of profes-sionalism, activity, richness and spread. Empirical research is carried out with the help of Weibo account pricing data on YunZiMei and Weibo account data on Sina Weibo. The results show that the spread breadth, spread depth, account credit, company certification, blog activity and time characteristics have a significant positive impact on the data asset value of Weibo network celeb-rities, while the creation time, education level, richness and number of focuses have a significant negative impact on the data asset value of Weibo network celebrities. Based on this, suggestions are put forward for the value improvement of Weibo network celebrities. Starting from the data asset pricing of Internet celebrities, this paper provides theoretical and methodological support for the study of data asset value and its pricing strategy.