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Study on Formation Mechanism of Online Word-of-Mouth Network Based on Multi-Agent Simulation

Author: JiangShuai
Tutor: ChenMingLiang
School: Zhejiang University
Course: Management Science and Engineering
Keywords: Online word-of-mouth Propagation mechanism Propagation network Multi-Agent Simulation
CLC: F49;F224
Type: Master's thesis
Year: 2010
Downloads: 380
Quote: 2
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Abstract


With the application and popularization of the Internet information technology through online word-of-mouth information began to spread at an alarming rate . Compared with the mass media or traditional marketing activities , word of mouth is more influential and persuasive ( Bickart Schindler , 2001 ), online word-of-mouth has caused more and more concern of academics, business and research . However, existing research on online reputation is mainly focused on the level of online word-of-mouth and consumer behavior relationship , the lack of online word-of-mouth to spread the study of the mechanism of the formation of the network . Based on the complex network perspective , the two types of participation in the main individuals Forum online word-of-mouth spread , the distinction between the individual transmission probability and the activation probability . Online word-of-mouth communication mechanism described in detail on the basis of the establishment of a multi - agent model of online word-of-mouth spread , and to use NetLogo simulation platform to simulate the formation process of online word of mouth network under different circumstances . Through the analysis of simulation results , the study found that : ( 1) the individual the activation probability than propagation probability scale and efficiency of online word-of-mouth spread ; ( 2) compared with the individual , a forum to disseminate scale online word-of-mouth spread and greater efficiency ; (3) the size and efficiency of the network topology and the statistical characteristics of online word-of-mouth spread significantly related . The theoretical significance of this study is to enrich the online word-of-mouth communication networks , online word-of-mouth spread new ideas and tools ; practical significance is to identify the online word-of-mouth communication mechanisms and networks in key communicators , online word-of-mouth marketing for the enterprise and provides specific recommendations .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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