考虑社交关系强度的虚拟健康社区用户信息传播行为研究  

Information Dissemination Behavior in Virtual Health Community Based on Social Relation Intensity

作　　者：徐淑颖 王文韬[2] 张俊婷[2] 谢阳群 陈伟 XU Shu-ying;WANG Wen-tao;ZHANG Jun-ting;XIE Yang-qun;CHEN Wei(Anhui University,Hefei 230601,China;Anhui University,Hefei 230601,China;Hefei Normal University,Hefei 230601,China)

机构地区：[1]安徽大学商学院,合肥230601 [2]安徽大学管理学院,合肥230601 [3]合肥师范学院,合肥230601

出　　处：《大学图书情报学刊》2018年第6期3-9,27,共8页Journal of Academic Library and Information Science

基　　金：安徽大学大学生科研训练计划项目(J10118520480);安徽大学博士科研启动经费资助项目(J01003246);安徽省高校人文科学研究重点项目(SK2017A0008);安徽省哲学社会科学规划项目(AHSKY2017D16);国家自然科学基金项目(71273109)

摘　　要：考虑社交关系强度的虚拟健康社区用户信息传播行为的研究,既有助于丰富虚拟健康社区研究理论,亦能为优化虚拟健康社区建设提供相关指导。文章设定博弈双方为传播者和免疫者,构建虚拟健康社区用户信息传播行为的混合策略博弈模型,推演不同概率下用户信息传播行为的博弈策略得益。研究发现,当传播者与免疫者之间的社交关系密切度为0.5(均衡点)时,传播者采取强、弱信息传播行为的得益相等;当社交关系密切度小于(大于) 0.5时,传播者采取强传播行为的得益大于(小于)采取弱传播行为的得益;当传播者得益不变时,降低厌恶度,有助于提高传播总得益;对免疫者来说,当社交关系密切度小于(大于) 0.5时,免疫者采取强免疫行为的得益大于(小于)采取弱免疫行为的得益;当传播得益不变时,免疫者的免疫成本越小,所获得的总得益越高。Research on information dissemination behavior in virtual health community based on social relationintensity is not only helpful to enrich the theory of virtual health community research, but also to optimize theconstruction of virtual health community. The paper constructs a mixed strategy game model for the information used to deduce that when the behavior of users in virtual health community. The two players are Spreader and Stifler. Game theory is the game strategy- of user＇s information dissemination behavior under different probabilities. It is found intensity of social relationship between the Spreader and Stifler is 0.5 （equilibrium point）, Spreader benefits equally in taking strong or weak dissemination behavior; when the intensity of social relationship is less than （greater than） 0. 5, Spreader benefits more （less） in taking strong dissemination behavior than in taking weak dissemination behavior; when the dissemination benefit remains unchanged, reduction of the aversion degree helps to improve the total benefit of the dissemination. When the intensity of social relationship is less （greater） than 0.5, Stifler benefits greater （less） in taking strong dissemination behavior than in taking weak dissemination behavior; when the dissemination benefit remains unchanged, the less the immune cost, the morn total benefit.

关 键 词：社交关系 虚拟健康社区 信息传播 博弈模型 用户行为 混合策略 

分 类 号：G203[文化科学—传播学]