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研究用户行为决策对企业具有重要意义。在创新扩散过程中,用户的兴趣转移是不可忽略的重要因素。依据班杜拉的三元交互理论,设计社会网络环境、交互行为以及主体状态三个交互部分,以无标度社会网络结构为基础,总结兴趣转移对创新扩散的影响。采用多主体建模方法,借助NetL ogo平台构建基于兴趣转移的创新扩散模型,通过主体态度转移规则分析创新影响力和自愈能力对主体兴趣转移的影响,结果表明兴趣转移程度越大,创新扩散越受限;突变式兴趣转移较渐进式兴趣转移更不利于创新的扩散。
Research on user behavior decision-making is of great significance to enterprises. In the process of innovation diffusion, the user’s interest transfer is an important factor that can not be neglected. According to the three-way interaction theory of Bandura, this paper designs three interactive parts of social network environment, interaction behavior and subject status, and based on scale-free social network structure, summarizes the impact of interest transfer on innovation diffusion. The multi-agent modeling method is used to build an innovation diffusion model based on interest transfer using Netlogog platform. The influence of innovation influence and self-healing ability on the subject’s interest transfer is analyzed through the rule of subject attitude transfer. The results show that the greater the degree of interest transfer, the more diffusion of innovation The more limited; mutation of interest transfer more progressive interest transfer is more detrimental to the proliferation of innovation.