基于Holling-Ⅱ功能反应函数的口碑传播模型

摘要

In recent years, social E-commerce has developed rapidly, and the third generation of information supply chain effectively compresses the distance between the product and consumption. As an important part, opinion leader's profes-sional and influence can implement high-quality information's efficiently delivery. This paper mainly focuses on opinion leaders'influence for improving information supply chain. It constructs a new word-of-mouth propagation model combined with Holling-II functional response and Routh Hurwitz stability theory to explain the role of the opinion leaders in the process of consumers'willingness to buy. Research results will contribute to enhancing the social E-commerce platform's attention for opinion leaders, and it's important to develop their own opinion leaders and reputation management.%随着社交化电子商务的蓬勃发展,以社交网络为基础的第三代购物信息供应链有效地压缩了产品与消费之间的距离.意见领袖作为其中重要一环,利用其专业性和影响力可以实现优质商品信息的高效传递.因此以社交化电子商务为研究背景,着力研究意见领袖培养对提高信息供应链效率的重要影响.综合运用Holling-II型功能反应函数和传统稳定性理论构造包含意见领袖在内的口碑传播模型,研究发现意见领袖对消费者购买意愿的影响作用远远大于传统广告营销.相关研究结果将有助于提高社交化商务平台对意见领袖的重视程度,对其培养自有意见领袖,积极主动进行口碑管理有重要借鉴意义.