社会网络的多层次特性对口碑营销影响的综合评价  

Research on ‘Inter-Network' Spreading of Word-of-Mouth under Multiplex Networks

作　　者：李锋[1] 庄东[1] 

机构地区：[1]华南理工大学工商管理学院,广东广州510641

出　　处：《华南理工大学学报（社会科学版）》2016年第5期1-8,共8页Journal of South China University of Technology(Social Science Edition)

基　　金：广东省自然科学基金(2014A030313262)

摘　　要：以多层复杂网络为对象,研究网络之间信息扩散能力对口碑营销效果的影响。鉴于现实世界中社会关系网络通常为相互重叠、相互影响的多层网络,本文侧重分析多层网络特有的信息"网际"传播现象对信息扩散过程和结果的影响。通过建立研究问题的多智能体模型,仿真分析了信息"网际"传播中不同方向上的传播概率对结果的影响。数据表明,信息从变化更快的网络向变化更慢的网络传播时,信息传播更广,但是整体传播速度会减慢。而当信息从变化更慢的网络向变化更快的网络传播时,信息传播的广度和速度都会提升。This paper addresses information diffusion on multiplex networks. Besides spreading on each network in-dependently and separately, information always spreads from one network to another by replica of a node on that network, ‘ inter - network ’ spreading named. This makes information diffusion a great difference from that on sev-eral isolated networks. Word - of - mouth strategic on social network is a typical practice, where most users exist in more than one social network. Here, we present a multi - agent approach to simulate word - of - mouth information spreading from a single source node in a duplex - network. According to simulation data, information coverage is improved with higher inter - network spreading probability. Meanwhile, time for information spreading may be little increasing due to characteristic of the social network.

关 键 词：社会网络 多层网络 口碑营销 SIR模型 多智能体建模 

分 类 号：C931[经济管理—管理学]