Research On Word-of-mouth Communication Mechanism Based on Characteristics of Source Propagation Nodes

This article used complex networks and other tools to study how word propagation affects different characteristics of source networks in complex networks. First, based on the previous research, we integrated the SIR virus transmission model with various factors that influence the spread of word-of-mouth communication, mainly the word-of-mouth type and node characteristics, and established a word-of-mouth communication; Then, according to the acquired blog data, we constructed a complex network, analyzed the characteristics of the nodes of the network, and selected nodes with different characteristics as source nodes according to the degree and activity of the nodes; Finally, we embedded the built word-of-mouth communication model in the actual blog data to simulate, and measured the effects of different source nodes on the evolutionary trends of susceptible nodes, infected nodes, and immune nodes. The experimental results show that the source nodes characteristics have great effect on word-of-mouth communication. Introduction With the continuous development of the Internet, communication methods have undergone great changes. Internet word-of-mouth communication has, replaced past word of mouth. Therefore, we can use the complex network based on user-node and user-to-user relationship as the basic framework to study the mechanism of Internet word-of-mouth communication. At present, scholars at home and abroad research on word-of-mouth communication based on complex networks, focusing on the influence factors of word-of-mouth communication and their effects. Its content focuses on the influence of word-of-mouth, customer awareness and network structure parameters on the spread of word-of-mouth. From the point of view of word-of-mouth type, Jin Liyin [1] (2007) studied the direction of Internet word-of-mouth information and the influence of the subjectivity and objectivity of Internet word-of-mouth on the effectiveness of Internet word-of-mouth communication. The results of the study found that the effect of negative word-of-mouth on the consumer's buying decision was significantly higher than positive word-of-mouth. From the perspective of network structure parameters, Vilpponen et.al [2] (2010) used social network analysis to study the influence of word-of-mouth network structure on word-of-mouth communication effectiveness. The study also found that the centrally located nodes in the network have a great influence and are more conducive to the proliferation and spread of new product information. Li Lin, Sun Jun, and Zhou Zhangjin[3] studied the differences in the heterogeneity of nodes and the topology structure of the network and brought differences in propagation probabilities and propagation ranges. From the perspective of node characteristics, Yang Yanyang et al.[4] assumed that the customer's dissemination is directly proportional to the customer's awareness. Therefore, customers with higher awareness have higher spread and are more important in the network. Bi Jidong [5] (2009) empirical research based on TAM theory finds that relational intensity is the most important factor influencing consumer purchases for negative word-of-mouth communication, and that professional perception of information recipients negatively affects consumers’ purchase intentions. Zhang Yanchao [6] studied the information dissemination of online social networks and found that the greater the degree of the initial propagation node, the faster the information dissemination. 798 Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 4th Annual International Conference on Management, Economics and Social Development (ICMESD 2018) Advances in Economics, Business and Management Research (AEBMR), volume 60