企业网络舆情传播的系统动力学仿真研究——基于传播主体特性

System Dynamics Simulation Research of Enterprise Network Public Opinion Dissemination—— Based on the Characteristics of Dissemination Subject

【目的/意义】企业网络舆情传播对企业、社会产生不可忽视的影响,是一个值得关注和深入探究的问题。对该问题的研究能够为管理部门和企业管控网络舆情提供理论和实践指导。【方法/过程】基于传播主体的特性,利用系统动力学原理,通过建模和仿真对情感距离、信息风险感知、企业形象和企业舆情事件处理效果这4个因素进行敏感性分析和对比分析,并提出相应的企业网络舆情传播的防控对策。【结果/结论】仿真结果表明,情感距离、信息风险感知、企业形象和企业舆情事件处理效果均对企业网络舆情传播产生不同程度的影响。

[Purpose/significance] The influence of enterprise network public opinion dissemination to the enterprise and the society can＇ t be ignored.It is a question which is worth paying attention to and probing into. The research of this problem can provide theoretical and practical guidance for the management department and the enterprise to control the network public opinion. [Method/process] Based on the characteristics of communication subjects, according to the principle of system dynamics, this research makes sensitivity analysis and comparative analysis about the four factors of emotional distance, information risk perception, corporate image and corporate public opinion event processing effect by modeling and simulation, and puts forward the countermeasures to prevent and control the dissemination of enterprise network public opinion. [Result/conclusion] The simulation results show that emotional distance, information risk perception, corporate image and corporate public opinion event processing effect all have different degrees of impact on enterprise network public opinion dissemination.