基于演化博弈论的物流企业应对谣言危机策略研究

Research on the Strategy of Logistics Enterprises Coping with Rumor Crisis Based on Evolutionary Game Theory

在社交网络上传播的信息中,难免会有一些危及企业生存和发展的谣言,严重损害企业形象和声誉,削弱了消费者信任,给企业危机公关带来极大挑战。企业遭遇谣言危机后,如何有效辟谣等问题很值得研究。文章考虑网民和物流企业的博弈策略基础上,建立辟谣信息传播模型,并对演化博弈及谣言和辟谣信息传播过程进行了稳定性分析。结果表明:物流企业积极辟谣所带来的经济效益可以降低谣言传播者的数量;网络用户和物流企业的博弈策略在谣言和辟谣信息传播过程中相互影响,物流企业的辟谣强度越大,网络用户策略发生波动。

In the information disseminated on social networks,it is inevitable that there will be some rumors that endanger the survival and development of enterprises,seriously damage the image and reputation of enterprises,weaken consumer trust,and bring great challenges to corporate crisis public relations.After a company encounters a rumor crisis,how to effectively dispel rumors and other issues are worth studying.This article considers the game strategy of natives and logistics companies,establishes a rumor-defying information dissemination model,and analyzes the evolutionary game and the stability of the process of rumor and rumor-defying information dissemination.The results show that the economic effect brought by logistics companies'active refuting of rumors can reduce the number of rumors spreaders;the game strategies of network users and logistics companies influence each other in the process of dissemination of rumors and refuting information,the strategy fluctuates.