Study On The Word-of-mouth Spread Mechanism Of UGC And Influence

With the rapid development of Internet technology, human society has entered the age of web 2.0.The users are not only viewers of Internet contents,but also the creators,so there are more and more UGC(User Generated Content,UGC).Social websites like Facebook have become the dissemination of information and the main way of communication providing opportunity for users to communicate with each other,which may produce lots of UGC.On the social websites,users express their views of events, and using the Internet to spread their views,which push the spread of the Internet word of mouth.In view of this background,comparing to the traditional word of mouth,the online WOM presents new and complex features, so theory of traditional word of mouth and simplistic model hardly describe the evolution of Internet word of mouth spread.Therefore,there is theoretical and practical significance to study communication mechanisms of online WOM based on influencing factors.This research exactly study the WOM mechanism of UGC based on the related influencing factors using the complex networks,mainly discussing from the following areas:Starting from the mouth contents and node attributes, mechanisms of WOM spread based on reputation type and customer awareness is made of effects of reputation type and the impact of customer recognition.Taking the the network parameters as framework, the paper builds the spread model based on the SIR epidemic Dynamics models integrated the traits of WOM into information spread model.And then embedding data information of micro blog for simulation,it can draw a conclusion that the effect of reputation type and customer awareness to the change of nodes to get the effect of this two factors to spread.Based on the spread model above,for perfecting the model of mouth mechanisms from attribute of the source nodes,the paper selects different source nodes according to the characteristics of network nodes just like nodes degree and degree of activity.It can draw a conclusion that the influence of the source nodes to the change of nodes to get the effect of this factor to spread.Based on the study of characteristics of source above,the paper builds a new model of Word of mouth spread about interest and relationship strength integrated into the influencing factors as well as the spread of reality.It explore how interest under the influence of the content and the relationship strength affect by both the word of mouth.Finally,based on the conclusions,the paper provides some practical recommendations about WOM marketing in view of the enterprise operation.