基于复杂网络的创新扩散特征  

Characteristics of Innovation Diffusion from Complex Network Perspective

作　　者：张晓军[1,2] 李仕明[1] 何铮[1] 

机构地区：[1]电子科技大学学管理学院 [2]电子科技大学应用数学学院,成都610054

出　　处：《系统管理学报》2009年第2期186-192,共7页Journal of Systems & Management

基　　金：科技部资助项目(2007FY140400)

摘　　要：Bass模型提出了创新扩散的主要渠道是大众传媒和口碑,但这2个渠道间是如何相互影响,共同促进创新扩散的,由于工具的限制一直没有对其进行深入的研究。运用复杂网络的研究方法,从传媒网和亲缘网综合层面上对Bass模型进行了扩展,构建了相应的随机阈值模型,并通过计算机仿真对其进行了探讨,研究了复杂网络上的创新扩散的基本特征。其主要结论:①对于创新扩散,传媒网和亲缘网之间存在内在的正反馈机制,2种网络在很大程度上不能相互替代;②创新扩散对率先采用者的数量和在社会网络中的位置具有敏感性;③创新扩散程度受制于社会网络结构,当扩散进行到联系很多而且小团体还未形成的采用者时,预示着扩散进程将要停止。Bass model identifies mass media and word-of-mouth as two main channels for information communication. However, how these two channels interact to prompt the diffusion has not been addressed in detail due to the limitation of research methodology. In this paper, complex network method is employed to study the characteristics of innovation diffusion. Based on Bass model, we develop a stochastic threshold model from mass media network and social acquaintance network perspective and then examine the diffusion property by using computer simulation. The main results are as follows： ①there exist internal positive feedback relationships between mass media network and social acquaintance network in diffusion process, where neither can be substituted by the other; ② innovation diffusion extent is sensitive to the quantity and positions of initial adopters in social network; ③ diffusion extent is influenced by social net- work structure, in which extensive linkages and few cliques may indicate the termination of diffusion process.

关 键 词：创新扩散 复杂网络 BASS模型 仿真 

分 类 号：F273.1[经济管理—企业管理]