基于线上线下网络的社会集群行为涌现研究  

Research on Collective Behavior Phenomenon Based on Online and Offline Network

作　　者：王世雄[1] 潘旭伟[1] 姜毅[1] 

机构地区：[1]浙江理工大学管理科学与工程系,杭州310018

出　　处：《情报资料工作》2017年第3期52-60,共9页Information and Documentation Services

基　　金：教育部人文社科基金项目"Online-Offline互动的社会集群行为演化机理与干预策略研究"(编号:13YJCZH183);浙江省哲学社会科学规划项目"网络舆情演化中的社会集群行为及其干预策略研究"(编号:14NDJC204YB)的研究成果之一

摘　　要：以多层网络理论为基础,文章将社会集群行为置于线上社会网络和线下物理接触网络的混合结构中进行研究,归纳总结节点的异质性和社会关系的多样性,建立网络集群行为与现实社会集群行为的互动关系,建立社会集群行为的演化模型并通过计算实验方法进行验证。实验结果表明:社会个体之间的意见交换能够显著驱动社会集群行为;线上线下社会网络之间的互动更容易催生社会集群行为的涌现;社会个体的行为决策影响社会集群行为的涌现,社会个体之间的意见融合比意见分裂更容易催生社会集群行为的涌现。本文以新的视角和社会学领域新兴的计算实验方法研究社会集群行为,适应了社会集群行为结构多层化、个体异质化、关系多样化的新趋势,是对现有社会集群行为研究的有力拓展。From the perspective of multi-layer network, a two-layer social network including online and offline net- works is presented to study the emergence of collective behavior. Drawing on theories of communication and social psy- chology, the formation and evolution of collective behavior under the interaction of online-offline social network is theo- retical investigated. Moreover, the authors develop a dynamic model of collective behavior and validate it by experimen- tal simulation. The results show that： opinion exchange between individuals will promote the emergence of collective be- havior; online and offline interactions can be prone to make collective behavior emerge; the social decision of individu- als can apparently impact collective behaviors on online-offline social networks. We can find that the results well sup- port the reality. Our work is from a new perspective and based on a novel sociology method to study collective behaviors and provide practitioners with theoretical and practical implications to handle various collective behaviors.

关 键 词：社会集群 线上线下 一致性 计算实验 

分 类 号：C913.4[经济管理]