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与产品相关的谣言影响个体对于产品的判断及购买欲望,进而波及整个供应链中产品的市场需求.考虑个体的情绪和个体对谣言的判断,将经典谣言传播模型中的免疫者R细分成为蒙蔽者R_a和清醒者R_d,两种状态的个体都知道但不传播谣言,不同的是R_a受谣言蒙蔽相信谣言不购买产品,R_d作为清醒者不相信谣言,且继续购买产品.基于系统动力学构建CISR_aR_d谣言传播模型,对模型进行稳定性证明,探讨谣言攻击对产品需求的遏制情况,并在此基础上进行了数值模拟.研究表明,与产品相关的谣言严重制约产品的市场需求,商家在应对谣言攻击时所作出的正面宣传对于产品需求的恢复有其积极意义.
Product-related rumors affect the individual’s judgment of the product and desire to buy, which in turn affects the market demand of products in the entire supply chain.Considering individual emotions and individual judgment of rumors, the immune R in the classic rumor propagation model is subdivided into Blind R_a and Awake R_d, individuals of both states know but do not spread rumors, except R_a is fooled by rumors that rumors do not buy products, R_d does not trust rumors as sober, and continues to buy products. Based on System Dynamics Build a rumor propagation model of CISR_aR_d, prove the stability of the model, investigate the containment of product demand by rumor attacks, and conduct numerical simulation on the basis of this.Research shows that product-related rumors seriously restrict the market demand of products, Positive publicity made in response to a rumor attack has positive implications for the recovery of product demand.