在线点评模式下的舆论动力学模型研究  

Research on Opinion Dynamics Model for Online Review

作　　者：万岩[1] 张涵[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2012年第4期9-15,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：教育部2010年度双语教学示范课程

摘　　要：传统的舆论动力学模型通常研究的是网格或复杂网络上群体的观点演化过程。但是网格和复杂网络并不能很好地刻画在线点评这一新兴的在线观点交互模式,因此不能很好地反映舆论在电子商务等领域中传播的特性。本文首先在传统舆论动力学模型的基础上,构建了在线点评模式下的舆论动力学模型,并通过多代理仿真系统(MAS)对该模型的性质进行了研究;然后以淘宝为例,对模型进行了验证;最后就该模型在电子商务领域的应用提出了建议。Traditional opinion dynamics models focus on opinion evolution on grid or complex network. However, grid and complex network cannot appropriately characterize the online review structure, which hinders research on opinion dynamics models in the fields such as e-business in which online review function plays an important role in online communication. Hence, an opinion dynamics model for online review is developed based on traditional models and tested to identify its properties by MAS. Besides, this model is also adjusted for research in Taobao and verified with actual data collected from Taobao. Methodology to apply this model in e-business research is also discussed.

关 键 词：舆论动力学 在线点评 Deffuant模型 Krause-Hegselmann模型 多代理仿真 

分 类 号：F713.36[经济管理—产业经济] G206.3[文化科学—传播学]