邻居效应下的复杂社会网络扩散

被引：4

作者：

赵正龙 ^{[1
]}

陈忠 ^{[1
]}

孙武军 ^{[2
]}

庞清武 ^{[1
]}

机构：

[1] 上海交通大学安泰经济管理学院

[2] 南京大学商学院

来源：

系统管理学报 | 2008年 / 05期

关键词：

复杂社会网络; 扩散; 邻居效应; 规则网络; 指数网络; 无标度网络;

D O I：

暂无

中图分类号：

F224 [经济数学方法];

学科分类号：

0701 ; 070104 ;

摘要：

复杂社会网络中的扩散不仅受到大众媒体等外部因素影响,更与其社会关系网络中邻居个体的选择密切相关。文中用"邻居效应函数"刻画邻居对个体选择的影响机制,分析了外部因素与邻居效应共同影响下的扩散均衡及其影响因素。研究发现,邻居效应函数的凹凸性决定了扩散的均衡,多重均衡的存在会增加扩散的不确定性,邻居效应的强度和复杂社会网络的结构特征对均衡采用者比例有重要影响。管理者在制定决策时应该考虑网络结构与邻居间相互影响。

引用

页码：490 / 498

页数：9

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