移动社交网络节点重要性评价与创新扩散研究

Innovation diffusion and node importance evaluation of mobile social network

摘要:

移动商务时代的到来,商家逐渐意识到移动社交网络对产品创新扩散的重要性,因此评价网络用户重要性成为创新扩散的重要内容。基于创新扩散理论,研究移动社交网络中用户重要性评价问题。结合社会网络中心性和信息检索相关算法构建移动社交网络用户价值评价指标UR,基于移动社交网络数据对该算法进行测度。基于传染病模型研究网络中用户的创新扩散能力,通过评价指标与扩散效果的相关性研究发现,重要性高的用户具有较强的产品创新扩散能力,UR算法优于传统中心性指标。

Abstract:

mobile commerce era is arrived, businesses become increasingly aware of the importance of the products diffusion in consumer network. Therefore, identification the key customer becomes the important issue in marketing practice. Based on innovation diffusion theory, analyze the node importance evaluation of mobile social networks in product innovation diffusion. Construct the node importance evaluation index UR which combine the algorithm from network centrality and information retrieval, using the mobile social networks data to test the UR index. Study on the product diffusion by SIS model, we show that the UR is high relating to product diffusion, and the UR algorithm is more effective than traditional evaluation algorithm.