Bayesian Network Model of Product Information Diffusion and Reasoning of Influence  

作　　者：Xuehua Sun Shaojie Hou Ning Cai Wenxiu Ma Surui Zhao Xuehua Sun;Shaojie Hou;Ning Cai;Wenxiu Ma;Surui Zhao(School of Information Technology, Hebei University of Economics and Business, Shijiazhuang, China;School of Culture and Communication, Hebei University of Economics and Business, Shijiazhuang, China)

机构地区：[1]School of Information Technology, Hebei University of Economics and Business, Shijiazhuang, China [2]School of Culture and Communication, Hebei University of Economics and Business, Shijiazhuang, China

出　　处：《Journal of Data Analysis and Information Processing》2020年第4期267-281,共15页数据分析和信息处理（英文）

摘　　要：Information diffusion on social media has become a key strategy in people’s daily interactions. This paper studies consumers’ participation in the product information diffusion, and analyzes the complexity of information diffusion which is affected by many factors. Prior investigations of information diffusion have primarily focused on the composition of diffusion networks with independent factors and the intricacy of the process has not been completely evaluated. The majority of prior investigations have focused on strategies and the moving forces in social media processes and the determination of influential seed nodes, with few evaluations conducted about the factors affecting consumers’ choices in information diffusion. In this study, a Bayesian network model of product information diffusion was created to examine the links between factors and consumer deportment. It revealed how those factors had an impact on each other and on consumer deportment choice. The innovation of the thesis is reflected in the exploration and analysis of the specific communication path of product information diffusion, which provides a better marketing idea and practical method for the development of mobile e-commerce. The research findings can help identify the quantitative relationships between the factors affecting the process of product information diffusion and user behavior.Information diffusion on social media has become a key strategy in people’s daily interactions. This paper studies consumers’ participation in the product information diffusion, and analyzes the complexity of information diffusion which is affected by many factors. Prior investigations of information diffusion have primarily focused on the composition of diffusion networks with independent factors and the intricacy of the process has not been completely evaluated. The majority of prior investigations have focused on strategies and the moving forces in social media processes and the determination of influential seed nodes, with few evaluations conducted about the factors affecting consumers’ choices in information diffusion. In this study, a Bayesian network model of product information diffusion was created to examine the links between factors and consumer deportment. It revealed how those factors had an impact on each other and on consumer deportment choice. The innovation of the thesis is reflected in the exploration and analysis of the specific communication path of product information diffusion, which provides a better marketing idea and practical method for the development of mobile e-commerce. The research findings can help identify the quantitative relationships between the factors affecting the process of product information diffusion and user behavior.

关 键 词：Product Information Diffusion Bayesian Network Model Influence Reasoning Consumer Behaviors Clique Tree 

分 类 号：TG1[金属学及工艺—金属学]