Research on Online Word-of-Mouth Propagation Model Based on Complex Network
Online word-of-mouth has become an important method to spread word-of-mouth,and the process of online word-of-mouth communication is systematically analysed in order to truly reflect the be-haviour of word-of-mouth communication.Considering the influencing factors of word-of-mouth,this pa-per proposes an online word-of-mouth communication model based on the SIR model of virus transmission.Then,complex network and system simulation are used to simulate the online word-of-mouth communica-tion process.This paper aims to explore the effects of the influencing factors of online word-of-mouth com-munication on the scale of word-of-mouth communication,identification of the characteristics of each node,and analysis of structural characteristics in the online word-of-mouth communication network.The results show that different factors have different effects on the scale of online word-of-mouth communication.The attribute characteristics of key nodes and immune nodes are different.Moreover,online word-of-mouth communication networks have small world characteristics and scale-free features.
online word-of-mouthword-of-mouth communication modelcomplex networkNetlogo
万方数据
维普
