企业响应下负面口碑线性阈值传播模型研究.PDFVIP

第32 卷第2 期 系统工 程 学 报 Vol.32 No.2 2017 年4 月 JOURNAL OF SYSTEMS ENGINEERING Apr. 2017 企业响应下负面口碑线性阈值传播模型研究 蔡淑琴, 袁 乾, 周 鹏 (华中科技大学管理学院, 湖北武汉430074) 摘要: 基于线性阈值模型和价值共创理论, 构建了针对负面口碑(negative word-of-mouth, NWOM) 特征的社会化网 络传播以及企业价值共创策略的模型. 通过对NWOM 传播的仿真实验, 发现了消费者感知阈值, 退出概率以及消 费者异质性等因素显著影响NWOM 传播过程, 指出了NWOM 非常容易在社会网络中爆发, 其传播依赖于在传播 初期的低感知阈值的消费者数目. 进一步模拟了两种企业策略响应行为, 两种响应因素对NWOM 传播的影响, 显 示企业应在传播早期迅速执行价值共创响应策略, 在传播后期的价值共创策略响应不能有效遏制NWOM 对企业 带来的负面影响, 甚至适得其反. 关键词: 模拟仿真; 负面口碑; 信息传播; 社会化网; 价值共创 中图分类号: TP391 文献标识码: A 文章编号:2017 doi: 10.13383/ki.jse.2017.02.001 Research on linear threshold diffusion model for negative word-of-mouth under enterprises response Cai Shuqin, Yuan Qian, Zhou Peng (School of Management, Huazhong Unversity of Science and Technology, Wuhan 430074, China) Abstract: According to the features of negative word-of-mouth(NWOM), this paper constructs a diffusion model to describe the NWOM diffusion pattern and companies’ responding strategies by combining linear threshold model and value co-creation theory together in social networks. Experimental results imply that the threshold of awareness, probability of states transition, and users’ heterogeneity affect NWOM diffusion. Most of the users will be infected by NWOM. The diffusion process deeply relies on the number of users who is easily infected. Two kinds of company’s value co-creation responding strategies and two kinds of responding variables have been simulated further. Simulation results suggest that companies should make a response to NWOM as fast as possible. Value co-creatio