基于SIR模型的微信社交电商信息传播行为研究  

Research on Information Dissemination Behavior of WeChat Social E-commerce Based on SIR Model

作　　者：翟小可[1] 廖敏慧[1] ZHAI Xiaoke;LIAO Minhui(School of Business,Guangdong Polytechnic of Science and Technology,Zhuhai Guangdong 519090,China)

机构地区：[1]广东科学技术职业学院商学院,广东珠海519090

出　　处：《长沙大学学报》2018年第5期70-73,共4页Journal of Changsha University

基　　金：珠海市2017-2018年度哲学社会科学规划立项课题(批准号:2017YBC123);广东省教育科学规划教育信息技术研究专项课题(批准号:15JXN041)

摘　　要：利用熟人关系的微信平台来进行商品推介和业务宣传的方式受到商家关注,研究微信信息的传播以期为企业、个人进行微信社交电商的营销提供理论实践指导.在"5W"传播模式的基础上对微信信息传播主体、传播内容、传播渠道、传播对象和传播效果进行分析,然后用经典SIR模型构建微信信息传播模型,引入微信节点PR权重、心理接受阈值、关系强度、时间延迟和信息质量等影响因子.结果表明,微信权重和关系强度对微信社交电商信息传播影响较为明显,可以为商家微信营销和个人微信消费提供参考.The way of commodity promotion and business promotion by using the acquaintance relationship of the WeChat platform is paid attention by the merchants. The research on the dissemination of WeChat information is expected to provide theoretical practice guidance for the marketing strategy of the enterprise and individual for WeChat＇ s social e-commerce. On the basis of the ＂SW＂ mode of communication, this paper analyzes the main body of WeChat information communication, the content of communication, the channel of communication, the object of communication and the effect of communication. Then, we use the classic SIR model to construct the WeChat information communication model, introducing the shadow of the WeChat node PR weight, the psychological acceptance threshold, the closing strength, the time delay and the information quality. The results show that the weight of WeChat and the relation- ship intensity have a more obvious influence on the information transmission of WeChat social e-commerce. It can provide reference for the marketing of merchant WeChat and the consumer of individual WeChat.

关 键 词：SIR模型 微信权重 社交电商 5W传播 

分 类 号：F713[经济管理—产业经济]