Research On Diffusion Machanism Of Behavior On Dynamic Social Network

In recent years, with the popularization of the Internet and the advent of Web2.0 era, many large-scale online social networks have been a spectacular success. The enthusiasms of netizens to participate in social management through Internet are running high. Various phenomena of behavior diffusion caused by Internet have stepped into our daily life from network space and truned into social reality from fictitious issues. The nature behind various diffusion phenomena in real social systems is that heterogeneous individuals, being exposed to the impacts of media information and other individuals in the social networks, adjust their behavior by continuous learning and interactions. Exploring the mechanism and evolution of behavior diffusion in social network will contribute to predict, study, judge, interference and control the trend of the social behavior evolution so that we can draw on adventages and avoid disadvantages, and provide more effective and feasible management strategy and guiding ideology for solving the practical problems.If we treat the decision makers in social network as vertexes and the interactive relationship between them as lines, the integrated environment of behavior diffusion can be treated as social network. The present study attempts to explore the evolutionary rules of behavior diffusion mechanism from the perspective of complex social network. First, grounded in a systematization of the theoretical foundation of complex social network and individual behavior decision in social networks, the present study discusses the influence of network structure, individual behavior and social network evolution on the spreading of behavior in social networks. Second, from the consideration of individual’s heterogeneity and bounded rationality on the micro level, the present research characterizes the social reinforcement of target individual from neiborhood; describes the common rules that individual in social network pursue benefit maximization; builds the model of behavior diffusion in dynamic social network by setting the updating mechanism of individual strategy. Last but not least, the present research develops the simulation system, processes and analyzes corresponding data to verify the effectiveness of above mentioned model.