去中心化电子商务网络异速增长特性研究  

Research on Characteristics of Rapid Growth in Decentralized E-commerce Networks

作　　者：赵宇[1] 钱晓东[2] ZHAO Yu;QIAN Xiao-dong(School of Automation and Electrical Engineering,Lanzhou Jiaotong University,Lanzhou Gansu 730000,China;School of Economics and Management,Lanzhou Jiaotong University,Lanzhou Gansu 730000,China)

机构地区：[1]兰州交通大学自动化与电气工程学院,甘肃兰州730000 [2]兰州交通大学经济与管理学院,甘肃兰州730000

出　　处：《计算机仿真》2025年第3期457-465,共9页Computer Simulation

基　　金：国家自然基金项目(71461017)。

摘　　要：由于传统电商的平台垄断作用越来越大,处于长尾的中小商户为了寻找新出路,将社交网络与直播平台作为电商流量的新突破口,去中心化电商模式得到迅速发展;针对去中心化电商网络的异速增长机制,利用Agent模型研究网络的异速增长特性,预测网络的发展规律,为商家的营销策略提供理论支持。基于网络用户之间的在线购买影响力、用户对商品产生的综合评价以及平台的营销策略等,设计用户Agent交互行为模式;基于用户购买商品时的社交属性,设计用户Agent自适应心理阈值函数,从个体层面出发,构建基于Agent的演化模型。实证研究表明,幂律分布下的去中心化电子商务网络存在异速增长机制并符合超线性异速增长关系,其异速增长规律由网络的异速增长指数决定。Due to the increasingly dominant role of platform monopolies in traditional e-commerce,small and medium-sized merchants in the long tail are seeking new ways out.They have taken social networks and live-streaming platforms as new breakthrough points for e-commerce traffic,and the decentralized e-commerce model has developed rapidly.Regarding the allometric growth mechanism of the decentralized e-commerce network,this paper uses the Agent model to study the allometric growth characteristics of the network,predict the development laws of the network,and provide theoretical support for merchants'marketing strategies.Based on the online purchase influence among network users,the comprehensive evaluation of products by users,and the marketing strategies of the platform,an interaction behavior pattern of user Agents is designed.Based on the social attributes of users when purchasing products,an adaptive psychological threshold function for user Agents is designed.Starting from the individual level,an Agent-based evolutionary model is constructed.The empirical studies show that the decentralized e-commerce network with power law distribution has a non-linear growth mechanism,and its non-linear growth relationship is determined by the non-linear growth index of the network.

关 键 词：去中心化 用户网络 幂律分布 异速增长 

分 类 号：TP393[自动化与计算机技术—计算机应用技术]