复杂网络特殊用户对群体观点演化的影响
|
摘要
针对连续观点动力学模型缺乏对用户异质性的考虑,结合现实网络用户观点交互过程,从置信阈值、收敛系数的固定化、观点交互的无向无权性等方面对有界信任模型加以改进,构建基于信任的异质性用户观点学习模型。从偏执度、影响程度、影响范围界定了影响群体观点演化的3类特殊用户,通过基于多智能体的计算实验方法,研究粉丝用户、权威用户、大V用户此3类特殊用户观点对网络群体观点演化的影响。发现特殊用户特征并非直接作用于群体观点形成,而是作为调节变量在特殊用户初始观点与群体平均观点的关系中起到正向或负向调节作用。
Since the lack of consideration of user heterogeneity in the of continuous opinion dynamic model,considering the opinion interactive process in reality, this paper improves the bounded confidence model from the immobilization of confidence threshold and convergence coefficient, as well as the undirected and unweighted opinion interaction, and constructs a opinion learning model for the heterogeneous members based on trust level.From the bigotry degree, the influence degree and the influence scope, three kinds of special members are defined in the opinion evolution process. Through the computational experiments based on multi-agent, the influences of three kind of special member opinion on the evolution of network group opinion are studied from the perspective of fans, authoritative members and high in-degree members. It is found that special members' characteristics do not directly affect the formation of group opinion, special members' characteristics paly a positive or negative adjustment role in the relationship between initial opinion of special members and the final average opinion of the group members.
Since the lack of consideration of user heterogeneity in the of continuous opinion dynamic model,considering the opinion interactive process in reality, this paper improves the bounded confidence model from the immobilization of confidence threshold and convergence coefficient, as well as the undirected and unweighted opinion interaction, and constructs a opinion learning model for the heterogeneous members based on trust level.From the bigotry degree, the influence degree and the influence scope, three kinds of special members are defined in the opinion evolution process. Through the computational experiments based on multi-agent, the influences of three kind of special member opinion on the evolution of network group opinion are studied from the perspective of fans, authoritative members and high in-degree members. It is found that special members' characteristics do not directly affect the formation of group opinion, special members' characteristics paly a positive or negative adjustment role in the relationship between initial opinion of special members and the final average opinion of the group members.
引文
[1]CHEN Y,WANG Q,XIE J.Online social interactions:Anatural experiment on Word of Mouth versus observational learning[J].Journal of Marketing Research,2011,48(2):238-254.
[2]BANERJEE A V.A simple model of herd behavior[J].The Quarterly Journal of Economics,1992,107(3):797-817.
[3]BIKHCHANDANI S,HIRSHLEIFER D,WELCH I.Atheory of fads,fashion,custom,and cultural change as informational cascades[J].Journal of Political Economy,1992,100(5):992-1026.
[4]孔江涛,黄健,龚建兴,等.基于复杂网络动力学模型的无向加权网络节点重要性评估[J].物理学报,2018,67(9):255-271.KONG Jiang-tao,HUANG Jian,GONG Jian-xing,et al.Evaluation methods of node importance in undirected weighted networks based on complex network dynamics models[J].Acta Physica Sinica,2018,67(9):255-271.
[5]ZHAO Y,ZHANG L,TANG M,et al.Bounded confidence opinion dynamics with opinion leaders and environmental noises[J].Computers&Operations Research,2016,74:205-213.
[6]BARTHéLEMY M,BARRAT A,PASTOR-SATORRAS R,et al.Velocity and hierarchical spread of epidemic outbreaks in scale-free networks[J].Physical Review Letters,2004,92(17):178701.
[7]PARSHANI R,CARMI S,HAVLIN S.Epidemic threshold for the susceptible-infectious-susceptible model on random networks[J].Physical Review Letters,2010,104(25):258701.
[8]MORENO Y,GóMEZ J B,PACHECO A F.Epidemic incidence in correlated complex networks[J].Physical Review E,2003,68(3):35103.
[9]KAMO M,SASAKI A.The effect of cross-immunity and seasonal forcing in a multi-strain epidemic model[J].Physica D:Nonlinear Phenomena,2002,165(3-4):228-241.
[10]LIU Q H,LüF M,ZHANG Q,et al.Impacts of opinion leaders on social contagions[J].Chaos,2018,28(5):53103.
[11]朱侯,胡斌.基于依从心理的组织规范稳定性及其演化的模拟研究[J].系统管理学报,2017,26(6):1112-1121.ZHU Hou,HU Bin.Simulation on stability and evolution of population’s norm based on compliance psychology[J].Journal of System&Management,2017,26(6):1112-1121.
[12]DEFFUANT G,NEAU D,AMBLARD F,et al.Mixing beliefs among interacting agents[J].Advances in Complex Systems,2000,3(1-4):87-98.
[13]苏炯铭,刘宝宏,李琦,等.社会群体中观点的信任、演化与共识[J].物理学报,2014,63(5):36-43.SU Jiong-ming,LIU Bao-hong,LI Qi,et al.Trust,evolution,and consensus of opinions in a social group[J].Acta Physica Sinica,2014,63(5):36-43.
[14]FORTUNATO S.Universality of the threshold for complete consensus for the opinion dynamics of deffuant et al[J].International Journal of Modern Physics C,2004,15(9):1301-1307.
[15]HEGSELMANN R,KRAUSE U.Opinion dynamics and bounded confidence models,analysis and simulation[J].Journal of Artificial Societies and Social Simulation,2002,5(3):2.
[16]PAN Z.Trust,influence,and convergence of behavior in social networks[J].Mathematical Social Sciences,2010,60(1):69-78.
[17]MORGAN R M,HUNT S D.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(3):20-38.
[18]KATONA Z,ZUBCSEK P P,SARVARY M.Network effects and personal influences:The diffusion of an online social network[J].Journal of Marketing Research,2011,48(3):425-443.
[19]吴江,胡斌,鲁耀斌.实证驱动的信息系统扩散与组织互动模拟研究[J].管理科学学报.2010,13(10):21-31.WU Jiang,HU Bin,LU Yao-bin.Empirical relationship driven simulation on interaction between organization behavior and diffustion of an e-commerce information system[J].Journal of Management Sciences in China,2010,13(10):21-31.
[20]GILLY M C,GRAHAM J L,WOLFINBARGER M F,et al.A dyadic study of interpersonal information search[J].Journal of the Academy of Marketing Science,1998,26(2):83-100.
[21]GOLDENBERG J,HAN S,LEHMANN D R,et al.The role of hubs in the adoption process[J].Journal of Marketing,2009,73(2):1-13.
[22]WASKO M L,FARAJ S.Why should I share?Examining social capital and knowledge contribution in electronic networks of practice[J].MIS Quarterly,2005,29(1):35-57.
[23]BARABási A L.Network science:Luck or reason[J].Nature,2012,489(7417):507-508.
[24]BARABáSI A L,ALBERT R.Emergence of scaling in random networks[J].Science,1999,286(5439):509-512.
[25]WATTS D J,DODDS P S.Influentials,networks,and public opinion formation[J].Journal of Consumer Research,2007,34(4):441-458.
[26]GENTINA E,BONSU S K.Peer network position and shopping behavior among adolescents[J].Journal of Retailing and Consumer Services,2013,20(1):87-93.
[27]LABRECQUE L I,ESCHE J V D,MATHWICK C,et al.Consumer power:Evolution in the digital age[J].Journal of Interactive Marketing,2013,27(4):257-269.
[28]LIGON E,SCHECHTER L.Motives for sharing in social networks[J].Journal of Development Economics,2012,99(1):13-26.
[29]SMITH S,FISHER D,COLE S J.The lived meanings of fanaticism:Understanding the complex role of labels and categories in defining the self in consumer culture[J].Consumption Markets&Culture,2007,10(2):77-94.
[30]THORNE S,BRUNER G C.An exploratory investigation of the characteristics of consumer fanaticism[J].Qualitative Market Research,2006,9(1):51-72.
[31]KOZINETS R V.E-tribalized marketing:The strategic implications of virtual communities of consumption[J].European Management Journal,1999,17(3):252-264.
[32]LIPSMAN A,MUDD G,RICH M,et al.The power of“like”:How brands reach(and influence)fans through social-media marketing[J].Journal of Advertising Research,2012,52(1):40-52.
[33]LEE D,KIM H S,KIM J K.The impact of online brand community type on consumer’s community engagement behaviors:Consumer-created vs.marketer-created online brand community in online social-networking web sites[J].Cyberpsychology Behavior&Social Networking,2011,14(1-2):59-63.
[34]PINEDA M,BUENDía G M.Mass media and heterogeneous bounds of confidence in continuous opinion dynamics[J].Physica A:Statistical Mechanics and its Applications,2015,420:73-84.
[35]王伟,舒盼盼,唐明,等.网络传播动力学模拟方法评述[J].电子科技大学学报,2016,45(2):288-294.WANG Wei,SHU Pan-pan,TANG Ming,et al.Simulation methods for spreading dynamics on networks:Arecitation[J].Journal of University of Electronic Science and Technology of China,2016,45(2):288-294.
[36]SU J,LIU B,LI Q,et al.Coevolution of opinions and directed adaptive networks in a social group[J].Journal of Artificial Societies and Social Simulation,2014,17(2):4.
[37]王金龙,刘方爱,朱振方.一种基于用户相对权重的在线社交网络信息传播模型[J].物理学报,2015,64(5):63-73.WANG Jin-long,LIU Fang-ai,ZHU Zhen-fang.An information spreading model based on relative weight in social network[J].Acta Phys Sin,2015,64(5):63-73.
[38]ROGERS E M.The diffusion of innovations[M].[S.l.]:Free Press,2003.
[2]BANERJEE A V.A simple model of herd behavior[J].The Quarterly Journal of Economics,1992,107(3):797-817.
[3]BIKHCHANDANI S,HIRSHLEIFER D,WELCH I.Atheory of fads,fashion,custom,and cultural change as informational cascades[J].Journal of Political Economy,1992,100(5):992-1026.
[4]孔江涛,黄健,龚建兴,等.基于复杂网络动力学模型的无向加权网络节点重要性评估[J].物理学报,2018,67(9):255-271.KONG Jiang-tao,HUANG Jian,GONG Jian-xing,et al.Evaluation methods of node importance in undirected weighted networks based on complex network dynamics models[J].Acta Physica Sinica,2018,67(9):255-271.
[5]ZHAO Y,ZHANG L,TANG M,et al.Bounded confidence opinion dynamics with opinion leaders and environmental noises[J].Computers&Operations Research,2016,74:205-213.
[6]BARTHéLEMY M,BARRAT A,PASTOR-SATORRAS R,et al.Velocity and hierarchical spread of epidemic outbreaks in scale-free networks[J].Physical Review Letters,2004,92(17):178701.
[7]PARSHANI R,CARMI S,HAVLIN S.Epidemic threshold for the susceptible-infectious-susceptible model on random networks[J].Physical Review Letters,2010,104(25):258701.
[8]MORENO Y,GóMEZ J B,PACHECO A F.Epidemic incidence in correlated complex networks[J].Physical Review E,2003,68(3):35103.
[9]KAMO M,SASAKI A.The effect of cross-immunity and seasonal forcing in a multi-strain epidemic model[J].Physica D:Nonlinear Phenomena,2002,165(3-4):228-241.
[10]LIU Q H,LüF M,ZHANG Q,et al.Impacts of opinion leaders on social contagions[J].Chaos,2018,28(5):53103.
[11]朱侯,胡斌.基于依从心理的组织规范稳定性及其演化的模拟研究[J].系统管理学报,2017,26(6):1112-1121.ZHU Hou,HU Bin.Simulation on stability and evolution of population’s norm based on compliance psychology[J].Journal of System&Management,2017,26(6):1112-1121.
[12]DEFFUANT G,NEAU D,AMBLARD F,et al.Mixing beliefs among interacting agents[J].Advances in Complex Systems,2000,3(1-4):87-98.
[13]苏炯铭,刘宝宏,李琦,等.社会群体中观点的信任、演化与共识[J].物理学报,2014,63(5):36-43.SU Jiong-ming,LIU Bao-hong,LI Qi,et al.Trust,evolution,and consensus of opinions in a social group[J].Acta Physica Sinica,2014,63(5):36-43.
[14]FORTUNATO S.Universality of the threshold for complete consensus for the opinion dynamics of deffuant et al[J].International Journal of Modern Physics C,2004,15(9):1301-1307.
[15]HEGSELMANN R,KRAUSE U.Opinion dynamics and bounded confidence models,analysis and simulation[J].Journal of Artificial Societies and Social Simulation,2002,5(3):2.
[16]PAN Z.Trust,influence,and convergence of behavior in social networks[J].Mathematical Social Sciences,2010,60(1):69-78.
[17]MORGAN R M,HUNT S D.The commitment-trust theory of relationship marketing[J].Journal of Marketing,1994,58(3):20-38.
[18]KATONA Z,ZUBCSEK P P,SARVARY M.Network effects and personal influences:The diffusion of an online social network[J].Journal of Marketing Research,2011,48(3):425-443.
[19]吴江,胡斌,鲁耀斌.实证驱动的信息系统扩散与组织互动模拟研究[J].管理科学学报.2010,13(10):21-31.WU Jiang,HU Bin,LU Yao-bin.Empirical relationship driven simulation on interaction between organization behavior and diffustion of an e-commerce information system[J].Journal of Management Sciences in China,2010,13(10):21-31.
[20]GILLY M C,GRAHAM J L,WOLFINBARGER M F,et al.A dyadic study of interpersonal information search[J].Journal of the Academy of Marketing Science,1998,26(2):83-100.
[21]GOLDENBERG J,HAN S,LEHMANN D R,et al.The role of hubs in the adoption process[J].Journal of Marketing,2009,73(2):1-13.
[22]WASKO M L,FARAJ S.Why should I share?Examining social capital and knowledge contribution in electronic networks of practice[J].MIS Quarterly,2005,29(1):35-57.
[23]BARABási A L.Network science:Luck or reason[J].Nature,2012,489(7417):507-508.
[24]BARABáSI A L,ALBERT R.Emergence of scaling in random networks[J].Science,1999,286(5439):509-512.
[25]WATTS D J,DODDS P S.Influentials,networks,and public opinion formation[J].Journal of Consumer Research,2007,34(4):441-458.
[26]GENTINA E,BONSU S K.Peer network position and shopping behavior among adolescents[J].Journal of Retailing and Consumer Services,2013,20(1):87-93.
[27]LABRECQUE L I,ESCHE J V D,MATHWICK C,et al.Consumer power:Evolution in the digital age[J].Journal of Interactive Marketing,2013,27(4):257-269.
[28]LIGON E,SCHECHTER L.Motives for sharing in social networks[J].Journal of Development Economics,2012,99(1):13-26.
[29]SMITH S,FISHER D,COLE S J.The lived meanings of fanaticism:Understanding the complex role of labels and categories in defining the self in consumer culture[J].Consumption Markets&Culture,2007,10(2):77-94.
[30]THORNE S,BRUNER G C.An exploratory investigation of the characteristics of consumer fanaticism[J].Qualitative Market Research,2006,9(1):51-72.
[31]KOZINETS R V.E-tribalized marketing:The strategic implications of virtual communities of consumption[J].European Management Journal,1999,17(3):252-264.
[32]LIPSMAN A,MUDD G,RICH M,et al.The power of“like”:How brands reach(and influence)fans through social-media marketing[J].Journal of Advertising Research,2012,52(1):40-52.
[33]LEE D,KIM H S,KIM J K.The impact of online brand community type on consumer’s community engagement behaviors:Consumer-created vs.marketer-created online brand community in online social-networking web sites[J].Cyberpsychology Behavior&Social Networking,2011,14(1-2):59-63.
[34]PINEDA M,BUENDía G M.Mass media and heterogeneous bounds of confidence in continuous opinion dynamics[J].Physica A:Statistical Mechanics and its Applications,2015,420:73-84.
[35]王伟,舒盼盼,唐明,等.网络传播动力学模拟方法评述[J].电子科技大学学报,2016,45(2):288-294.WANG Wei,SHU Pan-pan,TANG Ming,et al.Simulation methods for spreading dynamics on networks:Arecitation[J].Journal of University of Electronic Science and Technology of China,2016,45(2):288-294.
[36]SU J,LIU B,LI Q,et al.Coevolution of opinions and directed adaptive networks in a social group[J].Journal of Artificial Societies and Social Simulation,2014,17(2):4.
[37]王金龙,刘方爱,朱振方.一种基于用户相对权重的在线社交网络信息传播模型[J].物理学报,2015,64(5):63-73.WANG Jin-long,LIU Fang-ai,ZHU Zhen-fang.An information spreading model based on relative weight in social network[J].Acta Phys Sin,2015,64(5):63-73.
[38]ROGERS E M.The diffusion of innovations[M].[S.l.]:Free Press,2003.