微博信息传播机制研究及其在交易信息匹配中的应用

发布时间：2018-05-18 02:18

本文选题：社交网络 + 传播特性　；参考：《清华大学》2014年硕士论文

【摘要】：电子商务的爆炸式发展使得海量交易信息在互联网上蔓延，消费者倍受无用信息干扰，商家则无法将有效信息大范围精确的传递给目标客户，互联网上的交易信息流动受阻，匹配低效，效率不高。针这一问题，微博、微信等社交网络在信息传播方面的优越性为提升交易信息匹配性能提供了一种新的解决思路。本文旨在以信息的传播范围、传播精度和传播效率为评价指标，通过对微博信息传播机理的分析，设计一种优于微博、微信等的基于社交网络关系的交易信息匹配系统——微商。首先，网络结构是信息传播的基础，本文对微博等社交网络结构进行了实证分析，建立了微商系统网络结构的理论模型，并类比微博网络结构特性验证了模型的合理性；其次，信息转发是信息传播的动力，本文以用户行为为研究对象，列举了微博上信息传播的驱动要素，从实证数据分析，用户兴趣定义及匹配算法，社会心理学分析三个角度统筹建立了用户转发模型，从而能够计算特定信息的转发概率；再次，本文对微博信息传播过程进行了实证分析，围绕信息的传播范围、传播精度和传播效率总结了微博信息传播规律，并根据微商系统网络结构的理论模型，模拟了特定发布者发布的特定信息的传播特性，获得了与微博信息传播相媲美的效果；最后，，本文设计了一个包含信息自动转发、信息自动分类和供需信息双向流动等功能的微商系统，并在信息的传播范围、传播精度和传播效率方面与微博网络、小世界网络进行了比较，该系统在各评价指标方面表现突出，很好的实现了交易信息大范围、高精度、高效率传播的预期目标。
[Abstract]:The explosive development of electronic commerce makes the massive transaction information spread on the Internet, consumers suffer from the interference of useless information, the merchants can not transfer the effective information to the target customers in a large range and accurately, and the flow of transaction information on the Internet is blocked. The matching is inefficient and inefficient. The advantages of social networks such as Weibo and WeChat in information dissemination provide a new way to improve the performance of transaction information matching. The purpose of this paper is to take the range, accuracy and efficiency of information as the evaluation index, and to design a better information transmission mechanism than Weibo through the analysis of the mechanism of Weibo information transmission. WeChat and other transaction information matching system based on social network relationship-differential quotient. Firstly, the network structure is the basis of information transmission. This paper makes an empirical analysis on the social network structure such as Weibo, establishes the theoretical model of the network structure of derivative system, and verifies the rationality of the model by analogy with the characteristics of Weibo network structure. Secondly, information forwarding is the driving force of information transmission. This paper takes user behavior as the research object, enumerates the driving factors of information transmission on Weibo, from empirical data analysis, user interest definition and matching algorithm. The user forwarding model is established from three angles of social psychology analysis so as to calculate the forwarding probability of specific information. Thirdly, this paper makes an empirical analysis on the process of Weibo information dissemination, summarizes the rules of Weibo information dissemination around the scope, accuracy and efficiency of information dissemination, and according to the theoretical model of the network structure of derivative system, The propagation characteristics of specific information published by specific publishers are simulated, and the results are comparable to those of Weibo information dissemination. Finally, this paper designs a derivative system which includes the functions of automatic forwarding of information, automatic classification of information and two-way flow of information between supply and demand. The system is related to Weibo network in terms of the range, accuracy and efficiency of information transmission. Compared with the small-world network, the system has outstanding performance in each evaluation index, and achieves the expected goal of large-scale, high-precision and high-efficiency transmission of transaction information.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092;O157.5

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