基于复杂网络的在线口碑传播模型研究  

Research on Online Word-of-Mouth Propagation Model Based on Complex Network

作　　者：杜学美[1] 荀伟 谢志鸿 李美菱 DU Xuemei;XUN Wei;XIE Zhihong;LI Meiling(School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《上海管理科学》2024年第3期25-33,共9页Shanghai Management Science

基　　金：国家社会科学基金重大项目(21ZDA024)。

摘　　要：在线口碑已成为信息传播领域的核心力量,对其进行系统分析对于理解当代社交媒体环境中的消费者行为至关重要。论文引入了传播激活和接受激活的概念,基于病毒传播的SIR模型构建在线口碑传播模型,并运用复杂网络和系统仿真的方法模拟在线口碑传播过程,深入探讨了不同因素对在线口碑传播规模的影响,识别了在线口碑传播网络中各个节点的特征并分析了网络的结构特性。结果表明,不同因素对在线口碑传播规模的作用不同,且关键节点和免疫节点具有不同的属性特征。此外,研究还发现在线口碑传播网络具有小世界特性和无标度特性,该结论进一步丰富了在线口碑传播的理论框架,也为企业网络营销策略及产品质量追溯的优化等提供一定的应用参考。Online word-of-mouth has become an important method to spread word-of-mouth,and the process of online word-of-mouth communication is systematically analysed in order to truly reflect the behaviour of word-of-mouth communication.Considering the influencing factors of word-of-mouth,this paper proposes an online word-of-mouth communication model based on the SIR model of virus transmission.Then,complex network and system simulation are used to simulate the online word-of-mouth communication process.This paper aims to explore the effects of the influencing factors of online word-of-mouth communication on the scale of word-of-mouth communication,identification of the characteristics of each node,and analysis of structural characteristics in the online word-of-mouth communication network.The results show that different factors have different effects on the scale of online word-of-mouth communication.The attribute characteristics of key nodes and immune nodes are different.Moreover,online word-of-mouth communication networks have small world characteristics and scale-free features.

关 键 词：在线口碑 口碑传播模型 复杂网络 NETLOGO 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]