| Along with the the development of Internet, information through online word of mouth began to spread quickly. Word of mouth communication has higher influence and persuasive power on consumer, therefore, online word of mouth has attracted more and more research of academics and business. Existing online word of mouth research mainly focuses on word of mouth's impact on consumer behavior, but the research of online word of mouth network' s formation mechanism is still in the blank.Therefore, based on complex network perspective, this study set two types of Agent and distinguished activation probability from spread probability. This paper described the spread mechanism of online word of mouth, set up a Multi-Agent model of online word of mouth's spreading, and used the NetLogo simulation platform to simulate the online word of mouth's spreading in different conditions. By analyzing the simulation results, our study found that:(1) Activation probability's influence on spread scale and efficiency of online word of mouth is larger than spread probability's.(2) Forum spread's influence on spread scale and efficiency of online word of mouth is larger than person's.(3) Network topology and demographic is significantly correlated with spread scale and efficiency of online word of mouth.The theoretical contribution of this study is to enrich the research of online word of mouth network and provide a new idea and tool for further study. The practical contribution is that provides specific advice for online word of mouth marketing. |
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