Research On The Evolving Model Of Electronic Word-of-mouth Based On Fuzzy Cellular Automata

The development of the network makes the channels and platforms of consumers’ reviews onproduct increase, relying on network electronic word-of-mouth has stretched beyond the limits oftime and space, it’s tremendous influence attracted broad attention from the theoretical circle andraised a rush for learning and researching.Electronic word-of-mouth can take many forms, such as text, video, pictures etc, so thatconsumers can easily access, disseminate and keep. Negative word-of-mouth provide moreintelligence and have a much higher value on information than positive word-of-mouth. It is easyto be widely distribute online and arouse heated internet debate. Taking the electronic word ofmouth as the content of the study, the thesis constructed the evolution model of electronicword-of-mouth on the basis of collecting and collating information on the extensive literature.Using the theory and methodology of Fuzzy Cellular Automata, this model is establishedfrom two angles including WOM volume and WOM valence. Simulating experiments isproceeded by MATLAB software, and concluded that:(1) In the process of communication,EWOM volume have trended like this:a slowly increased at first, then accelerated, then increasedslowly, then gradually reduce and finally tends to be stable.(2) Personality traits of users have animpact on the propagation of EWOM, the ubiquity of divers stop the EWOM from spreadingthrough the internet, otherwise opinion leaders give a big boost to the WOM communication.(3)The negative publicity causes a surge in the number of negative word of mouth initially. If therelevant units or enterprises made a positive response at once, negative word-of-mouth discussionvolume rapidly decline and continued to fall; if there is no response the negative word of mouth onvolume will keep rising.The innovation of this paper lies in：Personality characteristics of network users is consideredin the research on the dissemination of electronic word-of-mouth; The fuzzy control theory isintroduced into the actual application of cellular automata to handle the uncertain, fuzzyinformation in real world more better, and make the cellular automata more intelligent. Inadditional,using an example, this paper provides corresponding explanation and interpretation forthe constructed evolution model.The conclusion provides theoretical foundation for the further study of electronic word ofmouth marketing, but also reveal crucial practical meaning for enterprises in current Internetenvironment to carry out network marketing and business activities.