基于智能体建模的医疗众筹信息扩散模型与平台策略研究  

Diffusion Model and Platform Strategy of Medical Crowdfunding Projects Based on Agent-based Modeling

作　　者：马潇晗 欧阳荟 艾时钟[3] 吴翔 Ma Xiaohan;OuYang Hui;Ai Shizhong;Wu Xiang(School of Medicine and Health Management,Huazhong University of Science&Technology,Wuhan,430030;Shenzhen Longhua District Central Hospital,Shenzhen,518110;School of Economics and Management,Xidian University,Xi’an,710126)

机构地区：[1]华中科技大学医药卫生管理学院,武汉430030 [2]深圳市龙华区中心医院,深圳518110 [3]西安电子科技大学经济与管理学院,西安710126

出　　处：《信息资源管理学报》2023年第4期96-110,共15页Journal of Information Resources Management

基　　金：国家自然科学基金项目“基于智能穿戴设备的慢病自我管理机制及优化策略研究”(72071090)的研究成果之一。

摘　　要：基于扩散理论,从微观层面分析了医疗个体转发与捐赠行为的决策机制,并通过仿真实验探究医疗众筹信息扩散的影响因素和平台广播策略。结果表明,项目信息因素、口碑因素对医疗众筹信息的扩散速率有影响,但两者均对筹款率无明显影响;发起者节点度对传播速率和筹款率均有积极影响;利用平台广播策略,可以有效扩大潜在决策者的比例,使发起者不再局限于自身的社交圈中,促进筹资公平;平台广播周期越长、广播人群比例越大,捐赠者比例和传播速率的效果越好,但当周期超过自然扩散周期的50%、广播比例超过80%时,增大策略成本投入的边际利润变低。Based on the diffusion theory,this article analyses the decision-making mechanism of medical individuals’forwarding and donation behaviors at the micro level,and explores the influencing factors of medical crowdfunding information diffusion and platform broadcashing strategies via simulation experiments.The result shows that,the project information and word-of-mouth have an impact on the diffusion rate of medical crowdfunding information,but neither has a significant impact on the fundrcising;The node degree of initiators has a positive impact on both the diffusion rate and fundraising result;The use of platform broadcast strategy can effectively expand the proportion of potential decision-makers,so that initiators are no longer limited to their own social circles,and thus promoting fundraising equity;The larger the platform broadcast cycle and the larger the proportion of broadcasters,the more effective the donor ratio and the diffusion rate are,but when the cycle exceeds 50%of the natural diffusion cycle and the broadcast ratio exceeds 80%,the marginal profit of increasing the cost of strategy investment becomes lower.

关 键 词：医疗众筹 信息传播模型 创新扩散 基于智能体的建模 

分 类 号：G206[文化科学—传播学] C913.7[经济管理]