基于多Agent的在线口碑信息传播建模与仿真

Modeling and Simulation of Online Word-of-Mouth Information Dissemination Based on Multi-Agent

在线口碑信息传播在企业社会化营销中占据重要地位,研究口碑信息传播机制及规律,对企业制定营销策略,提高企业竞争力具有重要意义。构建了一种新口碑信息传播模型De-SHIR模型,它融合了改进的传染病模型和Deffuant观点交互模型,同时基于NetLogo对新模型进行了多Agent仿真,探究口碑信息传播的宏观规律以及微观个体特质对口碑信息传播的影响。研究发现,消费者接受意愿、权威度以及网络平均度与口碑信息传播速度与规模成正相关,而从众性与口碑信息传播效果成负相关。

Online word-of-mouth information dissemination occupies an important position in corporate social marketing.Research on the mechanism and rules of word-of-mouth information dissemination is of great significance for companies to formulate marketing strategies and improve their competitiveness.This paper combines the infectious disease model and the Deffuant viewpoint interaction model to construct De-SHIR model.At the same time,multi-agent simulations are carried out based on the NetLogo to-explore the macro-rules of word-of-mouth information dissemination and micro-personal characteristics.The study found that consumers'willingness to accept,authority,and network average degree are positively correlated with word-of-mouth information dissemination speed and scale,while conformity is negatively correlated with word-of-mouth information dissemination effect.