“活跃的小众”与“安静的大众”:网络口碑营销效果研究  

“The Active Minority”vs.“the Silent Majority”:The Study of the Effect of Online Word-of-Mouth Marketing

作　　者：李锋[1] 朱彦霖 袁士超 LI Feng;ZHU Yan-lin;YUAN Shi-chao(School of Business Administration, South China University of Technology, Guangzhou 510640, Guangdong, China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《华南理工大学学报（社会科学版）》2021年第5期47-58,共12页Journal of South China University of Technology(Social Science Edition)

基　　金：国家自然科学基金(71572070);广东省哲学社会科学规划项目(GD20CGL20)。

摘　　要：已有实证研究表明,网络用户的信息传播偏好呈现U形特征,即网络中节点度特别高或特别低的用户相较于那些接近平均度的用户更倾向于传播信息。基于经典的口碑扩散SIR模型,模拟在小世界特征的社会关系网络中,平台用户U形的信息传播偏好对口碑扩散效果的影响。通过仿真分析,明确了用户群体在信息传播中的U形偏好对口碑信息的扩散范围起到负面影响。进一步的分析表明,当所有平台用户的口碑传播意愿普遍较强或较弱时,用户的U形信息传播偏好对口碑扩散的影响被削弱,甚至可以被简化忽略处理。According to newly empirical study,the information dissemination preference of online users presents the U-shape characteristics.It implies that the users with very high or low node degree are more likely to spread information than those with near average degree.Based on the classic word-of-mouth information diffusion model,namely SIR model,this paper simulates the influence of U-shape distribution of platform users's information dissemination preference on word-of-mouth information spreading in a small-world social network.According to the simulation results,the existence of online users'U-shape preference has negative influence on the coverage ratio of word-of-mouth diffusion.Further parameters analysis shows that the impact of U-shape pattern is less significant,and even could be omitted,when all users present strong or weak willingness to share word-of-mouth information.

关 键 词：口碑营销 消费者行为 SIR模型 多智能体建模 平台经济 

分 类 号：C931[经济管理—管理学]