Research On Knowledge Diffusion Model And Influencing Factors In Social Network

With the development and popularization of computer and network technology, social network has become an indispensable part of life, in this context, the social network dissemination and diffusion of information showing a more complex features. Especially in the era of Internet-based social networking, the diffusion of knowledge research is more important. Nevertheless, the definition of knowledge diffusion has still not been uniform by scholars. And most studies focus on the diffusion of knowledge’s mechanism, social network analysis, and other related theories, no combined with empirical in-depth understanding. Due to the information diffusion of social network and biology research on the spread of infectious diseases are very similar. Therefore, this article will be according to the characteristics of the social network and the dynamic model of infectious diseases, to construct a dynamic model of diffusion of information in more in line with the social network, combining with the Theory of Reasoned Action (TRA), analysis on the social network, Internet users to make the influence factors of knowledge diffusion behavior. Finally, by the methods of questionnaires, analyzing the knowledge diffusion behavior of internet users the influence degree of the influencing factors.This article studies the following aspects:1. through the literature review of the research methods on the social network, knowledge diffusion, the influence factors of knowledge diffusion and infectious disease model are summarized. Combined with their theory and research status of research, summarized existing research deficiencies that exist, and to determine the focus of this study.2. According to the characteristics of social network knowledge diffusion, on the basis of SEIR model, trough the understanding of the characteristics of Susceptible, Exposed, Infected and Recovered, then drawing a reasonable knowledge diffusion mechanism diagram, and building knowledge diffusion model;3. Binding the Theory of Reasoned Action, focusing on the E mode (Infected) of the SEIR model. Explore the influencing factors on knowledge diffusion behavior of Internet users; 4. Using Matlab software to the dynamic evolution equation is derived for the simulation experiment, experiments show that the improved SEIR model can more truly reflect the characteristics of knowledge diffusion in social network.5. The combination of factors that influence the knowledge diffusion in the social network, drawing questionnaire, empirical research to further verify the knowledge diffusion of the influence degree of the influence factors on the internet.Studies have shown that the knowledge diffusion model of social network, and although there are similarities in SEIR epidemic model, but its spread has a fundamentally different mechanism, and there exist certain differences in dynamic model. Social network users of knowledge diffusion behavior compared to the spread of the virus showed the characteristics of the more complicated. Secondly, the knowledge diffusion of social network questionnaire survey shows that the impact of the knowledge diffusion descending, followed by technical factors, organizational factors, knowledge factors made the original body, cultural factors and knowledge property factor. Based on the conclusions of this study can be more clear understanding of the mechanism of the knowledge diffusion, and according to the size of its impact, can provide some reference to social networking services, such as improved interactive technology; at the same time, how to improve the social network knowledge diffusion is also of some importance.