The construction and simulation of internet financial product diffusion model based on complex network and consumer decision-making mechanism

摘要

Nowadays, Internet financial products, like Internet banking service and e-payment, have permeated into every corner of civil life in China. Via the Internet and media, consumers can obtain big data and information of financial products. Consumer big data analytics capabilities directly affect consumers' cognition and thus affect their adoption of Internet financial products. Upon this background, this paper aims to study the diffusion of Internet financial products in a big data environment based on consumer analytics capabilities. First, in light of the consumer decision-making mechanism, we build a random threshold model for the diffusion of Internet financial products. Next, we explore the impact of consumer big data analysis capabilities on the diffusion of Internet financial products under different proportion of initial adopter and network densities in a specific social network topology. The simulation result shows that the consumer big data analytics capabilities have a significant impact on the speed and depth of the diffusion of Internet financial products. However, when proportion of initial adopter and network density reaches a certain value, the impact of consumer big data analysis ability on diffusion speed and depth has decreased. This study has a guiding significance for new strategies of Internet financial products promotion.