| 基于对冲作用的社交网络中口碑传播模型及控制策略研究 |
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| 引用本文： | 王家坤,王新华.基于对冲作用的社交网络中口碑传播模型及控制策略研究[J].现代情报,2018,38(10):99-107. |
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| 作者姓名： | 王家坤 王新华 |
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| 作者单位： | 山东科技大学经济管理学院, 山东 青岛 266500 |
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| 基金项目： | 国家自然科学基金项目"煤矿安全系统中多方博弈与控制策略研究"（项目编号：51574157）；山东科技大学研究生科技创新项目"基于个体行为视角的社交网络中信息传播动力机制研究"（项目编号：SDKDYC180228）；山东科技大学人才引进科研启动基金项目"基于SN搜索的信息引导策略研究"（项目编号：2016RCJJ022）。 |
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| 摘 要： | 目的/意义]文章旨在探究社交网络中的口碑传播规律，为现代企业应对口碑传播提供决策参考，对完善网络传播理论具有重要意义。方法/过程]本文在经典传播模型的基础上，考虑到口碑的时效性及正、负面口碑的对冲作用，构建一种社交网络口碑传播离散模型，分析口碑的传播规律；随后，通过仿真实验分别研究了网络拓扑结构、初始传播节点的度与比例对传播过程的影响；最后，在企业宣传成本的约束条件下，提出了社交网络中负面口碑传播的最优控制策略。结果/结论]结果表明，在匀质网络中，企业应优先提高传播正面口碑的人群数量；而在异质网络中，选择具有强影响力的媒体或公众人物传播正面口碑是企业的最优选择。
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| 关 键 词： | 社交网络 口碑 传播 模型 对冲作用 控制策略 |
Research on Word-of-Mouth Propagation Model and Control Strategy in Social Network Based on Hedging Effect |
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| Authors: | Wang Jiakun Wang Xinhua |
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| Institution: | College of Economics & Management, Shandong University of Science & Technology, Qingdao 266500, China |
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| Abstract: | Purpose/Significance]This paper aimed to explore the rule of word-of-mouth (WOM) propagation in social networks,and to provide a decision reference for modern enterprises.It is of great significance to perfect the theory of network propagation.Method/Process]Based on the classic propagation model,this paper considered the timeless of WOM and the hedging effect of positive and negative WOM,constructed a discrete model of social network WOM dissemination,and analyzed the rules of WOM propagation.Then,through the simulation experiments,the influences of the network topology and the degree and proportion of the initial propagation nodes on the spreading process were discussed respectively.Finally,under the constraints of enterprise publicity costs,the control strategies of negative WOM diffusion in social networks were proposed.Result/Conclusion]Results showed that increasing the proportion of individual who propagated positive WOM was preferred in homogeneous networks;whereas,choosing a medium with high influence power to disseminates positive WOM was the priority selection in heterogeneous networks. |
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| Keywords: | social network word-of-mouth propagation model hedging effect control strategy |
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