基金项目:国家自然科学基金(71461025)收稿日期:2021-06-27修回日期:2021-07-07第40卷第4期计算机仿真2023年4月文章编号:1006-9348(2023)04-0427-07基于多Agent的在线口碑信息传播建模与仿真李园伟,赵军(宁夏大学信息工程学院,宁夏银川750000)摘要: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。关键词:多主体仿真;口碑信息传播;传染病模型;观点交互机制中图分类号:TP391.9文献标识码:BModelingandSimulationofOnlineWord-of-MouthInformationDisseminationBasedonMulti-AgentLIYuan-wei,ZHAOJun(CollegeofInformationEngineering,NingxiaUniversity,YinchuanNingxia750000,China)ABSTRACT:Onlineword-of-mouthinformationdisseminationoccupiesanimportantpositionincorporatesocialmarketing.Researchonthemechanismandrulesofword-of-mouthinformationdisseminationisofgreatsignificanceforcompaniestoformulatemarketingstrategiesandimprovetheircompetitiveness.ThispapercombinestheinfectiousdiseasemodelandtheDeffuantviewpointinteractionmodeltoconstructDe-SHIRmodel.Atthesametime,multi-a-gentsimulationsarecarriedoutbasedontheNetLogotoexplorethemacro-rulesofword-of-mouthinformationdis-seminationandmicro-personalcharacteristics.Thestudyfoundthatconsumers'willingnesstoaccept,authority,andnetworkaveragedegreearepositivelycorrelatedwithword-of-mouthinformationdisseminationspeedandscale,whileconformityisnegativelycorrelatedwithword-of-mouthinformationdisseminationeffect.KEYWORDS:Multi-agentsimulation;Word-of-mouthinformationdissemination;Infectiousdiseasemodel;Opinioninteractionmechanism1引言社交媒体的蓬勃发展,为企业社会化营销提供了新的发展方向,企业可以利用社交媒体向消费者推广产品和服务,并通过消费者的自发传播使营销信息获得爆发性的扩散。这种企业作为幕后推手,依托...
