交互网络对信息寻求口碑传播动力学的影响
Impact of the Interaction Network on the Dynamics of Word-of-Mouth with Information Seeking
摘要：
口碑是指在创新（新的做法，想法或产品）传播过程中发生的人际传播的动态。根据实地研究，口碑是由信息寻求和积极主动的沟通：个人首先意识到创新的存在，然后开始积极寻求评估创新所需的专业知识;当他们拥有专业知识时，他们可能会开始积极地推广它。创新的成功传播需要个人既有意识又有专业知识，这样他们才能评估创新并正确使用它。最近提出了一个计算模型“USA/IPK”来研究信息寻求对口碑动态的作用和影响。我们在这里提出了一个分析网络的互动对这个模型的动力学的影响。我们比较了不同算法产生的网络上的模型的动力学与原始动力学。结果表明，该模型的动力学在测试网络中是相似的，除了具有相似密度和大小的网络之间的扩散效率不同之外。
英文摘要：
Word-of-Mouth refers to the dynamics of interpersonal communication occurring during the diffusion of innovations (novel practices, ideas or products). According to field studies, word-of-mouth is made of both information seeking and proactive communication: individuals first become aware of the existence of an innovation, then start actively seeking out for the expert knowledge required to evaluate the innovation; when they hold the expert knowledge, they might start promoting it pro-actively. Successful diffusion of innovation requires the individuals to hold both awareness and expert knowledge, so they can evaluate the innovation and use it properly. A computational model "USA/IPK" was recently proposed to study the role and impact of information seeking on the dynamics of word-of-mouth. We propose here an analysis of the impact of the network of interaction on the dynamics of this model. We compare the dynamics of the model over networks generated with different algorithms with the original dynamics. The results demonstrate the dynamics of the model are similar across tested networks, with the noticeable exception of the efficiency of the diffusion which varies between networks having similar densities and sizes.
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