小世界网络环境下谣言传播对产品定价的影响

doi:10.16182/j.issn1004731x.joss.201802021

系统仿真学报 ›› 2018, Vol. 30 ›› Issue (2): 533-542.doi: 10.16182/j.issn1004731x.joss.201802021

小世界网络环境下谣言传播对产品定价的影响

李锋¹, 魏莹²

1.华南理工大学工商管理学院,广东广州 510640;
2.暨南大学企业管理系,广东广州 510632

收稿日期:2015-12-24 出版日期:2018-02-08 发布日期:2019-01-02
通讯作者: 魏莹,女,江西萍乡,博士,副教授,研究方向为运营管理、库存管理。
作者简介:李锋(1975-),男,河北邢台,博士,副教授,研究方向为运营管理
基金资助:
国家自然科学基金(71572070),广东省自然科学基金(2014A030313262)

Impact of Rumor Spreading in a ‘Small World’ Social Network on Pricing Decision

Li Feng¹, Wei Ying²

1.School of Business Administration, South China University of Technology, Guangzhou 510640, China;
2.Department of Business Administration, Jinan University, Guangzhou 510632, China

Received:2015-12-24 Online:2018-02-08 Published:2019-01-02

摘要/Abstract

摘要： 以经典谣言传播模型SIR为背景,采用多智能体建模与仿真方法分析谣言在市场上消费者小世界关系网络中传播,企业的产品定价和利润变化。仿真结果不仅验证了前人指出的数学分析方法研究谣言传播问题的局限性。更重要的是,仿真分析结果从四个维度指标证实了PageRank算法在选择谣言传播源头节点的有效性。并且,仿真分析了SIR模型中谣言传播速度和停播速度两个参数对企业产品定价和利润的影响。仿真结果表明谣言传播速度越快,或/和停播速度越快,谣言对企业的利润负面影响就越小。

关键词: 定价策略, 小世界网络, 谣言传播, 多智能体建模仿真

Abstract: This paper adopts methodology of multi-agent based modeling to represent rumor spreading on small-world social network and to address impacts of rumor on pricing decision and profit of supplier. In the model, the process of rumor diffusion follows well-accepted ‘Susceptible-Infective-Removal’ (SIR) model. Simulation proved that mathematic analysis of SIR model overestimated the results of rumor diffusion while PageRank algorithm is a more ‘efficient’ method to choose the source node for rumor propagation according to all four proposed indicators. Sensitivity analysis of two parameters in SIR model, spreading rate and ignoring rate, indicates that the loss of profit will be less with the increasing of two parameters.

Key words: pricing, small world network, rumor spreading, multi-agent modeling and simulation

中图分类号:

TP391.9

李锋, 魏莹. 小世界网络环境下谣言传播对产品定价的影响[J]. 系统仿真学报, 2018, 30(2): 533-542.

Li Feng, Wei Ying. Impact of Rumor Spreading in a ‘Small World’ Social Network on Pricing Decision[J]. Journal of System Simulation, 2018, 30(2): 533-542.

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小世界网络环境下谣言传播对产品定价的影响

Impact of Rumor Spreading in a ‘Small World’ Social Network on Pricing Decision

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