Research On Stochastic Threshold Model In Innovation Diffusion Based On The Weighted Network

As the development of Social Networks, especially microblogging, microblogging marketing has become an important propaganda way to produce the innovation product and the company. As the special platform structure of microblog, the dissemination of information flow has appeared a phenomenon of discourse hierarchical, which has clear distinction on the innovation product information influence between the opinion leaders and the general users. Enhance, the problem about the process of innovation information diffusion among such a structural feature of the network has become a research background worthy study.The Bass Model is a classic model proposed by Bass on the research of innovation product diffusion process, which has been applied and further development in many areas. But Bass Model is criticized by scholars as the perspective of macro-analysis on the diffusion rate without the consideration of micro-individual. As the development of theory of complex networks, the current study has combining this thinking and method with the Bass Model for the description of the behavior of the potential recipients and the social network structure, which is summarized as the microscopic diffusion model.In this paper, the threshold model is combining with the theory of weighted networks configuration for innovation diffusion effects, thus the weight of the network is used to express the influence of the node in the network. As definition in the paper, the concept of weight of the node reflects the influence on the process of product diffusion of potential adopters, which the opinion leaders have greater weight over the general adopters. based on the research, drawing on a network configuration for innovation diffusion effects, thus the weight of the network concept introduced into the random threshold model of the study, the different weights of nodes to be reflected in product diffusion process has a different influence of adopters, and improved the range of the threshold model; then the model of a simulation study, the initial seeds were analyzed proportion of customers, the customer location distribution of the initial seed and initial evaluation of the differences in degree three issues, which explains the process of innovation diffusion for seed customer impact, marketing microblogging for the enterprise to provide the corresponding reference.