信息争议性影响在线社区信息分享的仿真研究

The Effect of Controversy on Information Sharing in Online Social Network:A Simulation Research

在线社区信息分享机理研究是国际营销学界研究的前沿与热点。以往研究发现社交网络特征和信息特征会对在线社区信息分享产生影响，但是大多为单一因素研究，且着重在信息的可讨论性和热度，而较少从信息争议性入手且综合两方面因素来研究其对在线社区信息分享行为的影响机理。信息争议性对于在线社区信息分享具有双重影响：一方面，争议性信息的有趣性会增加人们信息分享的意愿；另一方面，争议性信息的不适感会降低人们信息分享的意愿。从心理学和社会学视角，通过模拟的社交网络构建了个体之间进行信息分享过程的微观模型。仿真实验研究结果表明，当信息争议性增大的时候，可以帮助信息维持热度并在社交网络之中持续扩散；但是当争议性持续增大，那么则会反过来抑制信息持续分享。另外，信息争议性还会与信息的衰退率及信息发起者的位置对信息分享产生交互影响。

The mechanism of information sharing in online community （OC） is one of the advanced topics in marketing researctx Previous studies found that social network and information characteristics would influence information sharing in OC. Most studies focused on the effect of one factor, emphasized information talkability and enthusiasm, but little study combined information controversy and social network characteristics to study their influence on social epidemics. Information controversy has a conflicting effect on OC information sharing：on one hand, the interesting part of controversial information will increase individual＇s willingness to share- on the other hand, the discomfort part of controversial information will decrease individual＇s willingness to share. From psychological and sociological perspectives,a micro-level model was built, which represented the information sharing process among individuals through a simulative social network. The simulation experiment results indicate that when information controversy increases, it contributes to information enthusiasm and contagious in social network;on the contrary, as controversy keeps increasing, it will decrease social epidemics. In addition, the interaction effect of information controversy, decay and initiator on information sharing is discussed.