Web2.0环境下在线社交网络信息传播仿真研究

发布时间：2018-03-14 21:28

本文选题：Web2.0　切入点：在线社交网络　出处：《南京大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文在调查大量现有研究文献的基础上,分析现有经典传播模型应用在Web2.0环境下在线社交网络中的信息传播过程所存在的不足,并结合现实在线社交网站中的信息传播机理,提出了Web2.0环境下在线社交网络体中的信息传播模型,并进行计算机仿真实验。仿真实验结果表明： (1)在Web2.0环境下社交网络的信息传播活动中,参与传播信息的用户在一次传播活动中占总用户数比重一般不会超过65%,但传播规模有时可以达到总用户数的90%多,信息对于用户的吸引程度(即p2)在很大程度上影响着用户参与信息传播的意愿以及信息最终传播的广度。 (2)信息传播初始节点度会影响参与信息传播的用户数量以及信息传播规模,对于较小的浏览概率p2,传播节点数和传播规模随着传播初始节点度近似呈线性增长；对于较大的浏览概率p2,传播节点数和传播规模随着传播初始节点度呈非线性增长并存在阈值,在阈值范围内,传播节点数和传播规模增长显著,超过这个阈值,增长缓慢并接近极限。 (3)浏览和分享概率服从独立原则下,随着浏览概率p2从0.1增加到0.9,传播节点数和传播规模对初始传播节点度的变化曲线由线性增长逐渐向阈值性增长转变；然而在浏览和分享概率服从马太效应原则下,那么这种逐渐的转变会分化为两类增长的极端：阈值性增长和线性增长。本文提出的Web2.0环境下在线社交网络体中的信息传播模型,更接近现实网络中的信息传播过程。作为一种新的模型,可后续研究提供参考。同时本文的结论同样可以解释现有Web2.0环境下在线社交网络体中信息传播过程中所产生的一些特殊而有趣的现象,具有一定的理论研究价值。本文的实践意义体现在,研究结论可以帮助在线社交网络运营商促进现有在线社交网络中信息更加高效广泛的传播,提高在线社交网络的影响力,提供网络营销新思路。具体来说就是：(1)Web2.0环境下在线社交网络中舆情传播过程中,并不是只有社会资源大的用户才能将信息传播出去,对于吸引力很大的网络事件,随便一个“草根”用户的发起,就能传播开来。(2),通过制作新奇、幽默的小成本电影或视频,不需要付出在流量大的门户网站首页投放巨幅广告的高额费用,就能获得同等甚至更好的营销效果；同时“标题党”不利于信息的传播。(3)在线社交网络平台运营管理者在界面设计时要将Web2.0的核心特征——交互性,融入到平台的方方面面,将信息发布者的账号始终显示在信息传播的全程中,这样会激励更多的用户创作、发布信息,同时构建信息分享中心并提供检索服务,方便用户浏览和分享信息,从而推动各类信息在平台中的广泛传播。用简短的几句话概括本文研究的不足。本文为国家社科基金重点项目“互联网用户群体协作行为模式的理论与应用研究(10ATQ004)”的研究成果之一
[Abstract]:Based on the investigation of a large number of existing research papers, this paper analyzes the shortcomings of the existing classical communication models in the process of information dissemination in online social networks under the environment of Web2.0, and combines the mechanism of information dissemination in real online social networks. The information propagation model in online social network under Web2.0 environment is proposed, and the computer simulation experiment is carried out. The simulation results show that:. In the social network information dissemination activities under the Web2.0 environment, the proportion of users participating in the dissemination of information in a single communication activity is generally not more than 65, but the dissemination scale can sometimes reach more than 90% of the total number of users. The degree of attraction of information to users (i.e. P2) affects to a great extent the willingness of users to participate in the dissemination of information and the breadth of the final dissemination of information. (2) the initial node degree of information dissemination will affect the number of users and the scale of information dissemination. For the smaller browsing probability p2, the number of nodes and the scale of propagation will increase linearly with the initial node degree of information dissemination. For the larger browsing probability p2, the number of propagation nodes and the propagation scale increase with the initial node degree of propagation and there exists a threshold. Within the threshold range, the number of propagation nodes and the propagation scale increase significantly, exceeding this threshold. Growth was slow and near the limit. (3) under the principle of independence, with the increase of browsing probability p2 from 0.1 to 0.9, the curve between the number of propagation nodes and the initial propagation node degree changes from linear growth to threshold growth. However, under the principle of browsing and sharing probabilistic service from the Matthew effect, this gradual transformation will be divided into two types of growth extremes: threshold growth and linear growth. In this paper, the information dissemination model in online social network under Web2.0 environment is closer to the process of information transmission in real network. As a new model, The conclusion of this paper can also explain some special and interesting phenomena in the process of information dissemination in online social networks under the existing Web2.0 environment, which has certain theoretical value. The practical significance of this paper is that the research conclusions can help online social network operators to promote the existing online social networks to disseminate information more efficiently and widely, and to enhance the influence of online social networks. To provide new ideas for network marketing. Specifically, in the process of spreading public opinion in online social networks under the environment of: 1 / Web 2.0, it is not only the users with large social resources who can spread the information, but also the most attractive online events. The initiation of any "grassroots" user can spread, and by making novel, humorous, small cost movies or videos, you don't have to pay the hefty cost of placing a huge amount of advertising on the home page of a high-traffic portal. At the same time, "headline Party" is not good for the dissemination of information.) the operators of online social network platform should integrate the core feature of Web2.0 into every aspect of the platform when designing the interface. By displaying the account of the information publisher throughout the whole process of information dissemination, more users will be encouraged to create and publish information, and at the same time, information sharing centers will be built and retrieval services will be provided to facilitate users to browse and share information. In order to promote the wide dissemination of all kinds of information in the platform. This paper is one of the research results of the key project of the National Social Science Foundation, "the Theory and Application Research of Internet user Group Cooperative behavior Model (10ATQ004)"
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.09;G206

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