同质性和社会影响对混合型社交网络形成的仿真分析

The Simulation Analysis of Homophily and Social Influence on the Formation of Hybrid Online Social Networks

在线社交网络已经成为人们网络生活的最主要平台,网络也逐渐从单一的社会网络向混合型网络转变,形成了社会网络和参与活动形成的归属网络两类网络相互交织和促进的现象。识别社会影响和同质性两类机制在这类网络形成中的作用大小和特征,对促进在线社交网络健康发展和采取不同的营销策略意义重大。本文先对百度贴吧、派代网作实证分析,分析不同机制下网络呈现的结构特征,然后使用扩展的社会归属网络模型对混合型在线社交网络进行仿真,分析社会影响和同质性两种机制对混合型在线社交网络形成的影响。

Online social networks have become the main platform for people. The social network has gradually changed from a single network to a hybrid network, one is social network and another network formation from participation in activities. The two types of networks Interweave and promote each other. It is valuable for promote the healthy development of online social net- works and adopt different marketing strategies, to identify the role and characteristics of the two mechanisms about social influence and homogeneity. Firstly, the paper made an empirical analysis on the Baidu PostBar and Paidai BBS, analyzing the structural characteristics of their networks under different mechanisms. Then, it used the extended affiliation Networks model to simulate the hybrid online social network. The paper analysed the impact of two mechanisms on the formation of hybrid ol^ne social networks.