Modeling And Analysis Of Information Dissemination In Social E-commerce Networks Based On Improved SIR Model

With the rapid development of social networks and e-commerce,social e-commerce has gradually become an emerging business model.The powerful interactive features of social e-commerce platforms and high user engagement make information generated in large quantities and spread rapidly,presenting a "decentralized" characteristic.Based on the efficient operation mode of social fission,social e-commerce effectively stimulates users’ unplanned shopping needs,improves purchase conversion rates,and therefore,more and more businesses choose social e-commerce platforms for product marketing and promotion.At the same time,the information dissemination process on social e-commerce platforms has a high degree of uncertainty,and the information dissemination mechanism is not fully understood.Grasping the rules of user information behavior on social e-commerce platforms can help optimize the operation mode of social e-commerce platforms,fully utilize the positive role of information dissemination,and promote product sales.Therefore,based on existing research results,this paper analyzes the process,network structure,and influencing factors of information dissemination in social e-commerce networks and constructs a social e-commerce network information dissemination model by improving the SIR epidemic model.Based on this,the social e-commerce network information dissemination process is visualized and simulated,the rules and characteristics of information dissemination in social ecommerce networks under different factors are analyzed,and how they affect product sales is explored.This thesis constructed a social e-commerce user relationship network by scraping user data from actual social e-commerce platforms,and found that the network has characteristics of small world and scale-free networks,an uneven distribution of node degrees,and a relatively sparse overall user relationship.Based on the analysis of the information dissemination mechanism in social e-commerce networks,combined with epidemic models and consumer purchase decision-making theory,the subject attributes and interaction rules are clarified,and the social e-commerce network information dissemination model is constructed.Information dissemination simulation experiments were conducted on the Netlogo simulation platform,and the impact of network structure factors,consumer attributes and behaviors on information dissemination was analyzed.The simulation results show that the network topology structure has a significant impact on the speed and scope of information dissemination;users’ positive attitudes towards information have a positive impact on the speed and effectiveness of information dissemination;user activity has a significant impact on the speed of information dissemination,and a low level of activity will have a negative impact on product sales;the two postpurchase behaviors(repeat purchase behavior and information abandonment behavior)have opposite effects on information dissemination effectiveness.This paper opens up a new perspective for research on information dissemination in social e-commerce,and provides important reference value for in-depth understanding of information dissemination mechanisms on social e-commerce platforms,which is helpful for social ecommerce platforms and businesses to develop more effective marketing strategies and promotion plans.