基于多智能体的网络社区负面口碑信息传播研究

Dissemination of Negative Word-of-mouth in Online Community Based on Agent-based Simulation

随着Web2.0的发展,网络社区成为企业负面口碑信息传播的一种便利媒介,网络社区负面口碑信息的传播能够直接或间接影响企业的经济利益以及客户忠诚度。从信息传播特征的视角,以病毒传播模型为基础,结合多主体建模方法,运用Netlogo仿真平台对网络社区中的负面口碑信息传播进行仿真实验。仿真实验主要从网络社区的参与、负面口碑信息价值对负面口碑信息传播过程的影响进行研究。结果表明,网络社区的参与以及较高的负面口碑信息价值对负面口碑信息传播过程具有明显的促进作用。基于实验结果提出了应对措施,即企业应对网络社区所扮演的角色进行控制并重点关注高信息价值的负面口碑,从而可以在较短时间内以较低成本处理海量负面口碑信息,进而降低经济损失并提升客户忠诚度。

With the development of Web2. 0, the online community has become a convenient media for dissemination of negative word-of-mouth, and negative word-of-mouth in online community can directly or indirectly affect the economic interests of the enterprise as well as customer loyalty. Based on the perspective of characteristics of information dissemi- nation, combined with multi-agent modeling method and virus propagation models, this paper used Netlogo platform for simulation experiments of negative word-of-mouth dissemination in online community. The simulation mainly includes the participation of online community and the information value of negative word-of-mouth which impact the dissemina- tion process of negative word-of-mouth. The results suggest that the participation of online community and higher infor- mation value of negative word-of-mouth can both obviously promote the dissemination process of negative word-of- mouth. We also provided some countermeasures for enterprises to deal with the negative word-of-mouth, e. g. focusing on the role of online community and high information value of negative word-of-mouth, which could handle massive amounts of negative word-of-mouth with shorter time and lower cost,thereby reducing the economic losses and impro- ving the customer loyalty.