基于后悔理论的社交网络分享型交通信息的用户价值研究

摘要

Traffic information in social network exerts vital influences on decision-making of travelers.In order to study user value of traffic information in the social network,generation and propagation of traffic information distributed through social network are analyzed,and its characteristics are extracted from a perspective of information behavior.A model of user value is developed based on regret theory while utilities of travelers′route choices and updating methods of traffic information are given.Based on those methods,characteristics of user value of traffic information shared in the so-cial network are analyzed from positive and negative effects,respectively.Different scenes of information transmission are taken as case studies to verify the user value of traffic information in the social networks.Results show that traffic infor-mation in the social network contributes to decision-making of travelers,the regret value of travel decisions reduced by 20% in effective scenes.However,the user value reduces with continuous propagation of information in the social net-work.In addition,over-propagated traffic information has negative effects on decision-making.%以社交网络为平台的交通信息对出行者的决策有重要影响.为了研究社交网络分享型交通信息的用户价值,分析了社交网络中交通信息的产生与传播行为,并从信息行为的角度研究了社交网络中交通信息的特征.基于后悔理论建立了社交网络交通信息的用户价值评估模型,并给出出行者的路径选择效用以及交通信息的更新方法.在此基础上,从交通信息有效性与负效用的角度分析了社交网络交通信息的用户价值特征.基于不同的网络信息传播场景,对其中交通信息的用户价值进行了分析.结果表明,社交网络中的交通信息能够对出行者的决策起到辅助作用,在有效场景中出行者决策的后悔值降低了20%;但用户价值随其在社交网络中的持续传播而降低,且过度传播的交通信息将对出行者决策产生负效应.