基于前景理论的品牌类网络谣言企业应对策略演化博弈研究

Evolutionary Game Research on the Response Strategies of Brand Network Rumors Based on Prospect Theory

互联网经济时代为企业开展品牌宣传和营销活动提供了极大便利,但同时也对企业应对网络谣言提出了挑战。考虑决策者非完全理性的影响,将前景理论和演化博弈理论相结合,构建出博弈的感知价值矩阵,分析企业和消费者在面对品牌类网络谣言时的策略选择,并运用Matlab软件进行仿真模拟。研究表明:品牌忠诚度损失、消费者的心理满足收益及消费者风险感知都是影响品牌类网络谣言传播过程中博弈均衡的重要因素。企业可以通过建立谣言预警机制和规划危机应急预案来评估谣言应对风险,并通过提升消费者心理满足收益、降低消费者风险感知等策略提高应对品牌类网络谣言的有效性。

The era of Internet economy has brought challenges for enterprises to carry out brand management and deal with network rumors.Considering the influence of irrational factors of decision makers,this paper combines the prospect theory and evolutionary game theory to analyze the strategy choices of corporates and consumers by constructing the perceived value matrix of the game,and then simulates with MATLAB software.The results show that enterprises can evaluate the risk of rumor response strategies by establishing rumor warning mechanism and planning crisis emergency plan,and improve the effectiveness of coping with brand network rumors by improving consumer psychological satisfaction revenue and reducing consumers'risk perception.