MODELING and simulation of live streaming e-commerce information dissemination considering opinion leader in social networks

Junjie Lv; Siyu Zheng; Ruyu Yang; Wenjing Yao

doi:10.1117/12.2681661

1 June 2023 MODELING and simulation of live streaming e-commerce information dissemination considering opinion leader in social networks

Junjie Lv, Siyu Zheng, Ruyu Yang, Wenjing Yao

Author Affiliations +

Proceedings Volume 12718, International Conference on Cyber Security, Artificial Intelligence, and Digital Economy (CSAIDE 2023); 127182C (2023) https://doi.org/10.1117/12.2681661
Event: International Conference on Cyber Security, Artificial Intelligence, and Digital Economy (CSAIDE 2023), 2023, Nanjing, China

Abstract

Revenue in the live streaming industry depends largely on the extent to which information is disseminated. Opinion leaders in social networks tend to speed up information diffusion. This work construct a live streaming e-commerce model based on evolutionary game theory to explore the internal mechanism of information dissemination in social networks where opinion leaders exist. The process of information transmission is associated with the behaviors to the utility of relationship updates and interactions among users, therefore, the paper inport the user’s behavior and social relationship updating mechanisms in the model. Furthermore, the influence factors of environmental reputation and reward are introduced to simulate user behavior decision-making in live streaming e-commerce. Simulation results indicate that the positive impact of rewards on information dissemination is obvious when relationship adjustments are infrequent, and the effect is weakened with the increase of reputation. Our work contributes to understanding the dynamics of information dissemination, and provides suggestions for the development of live streaming businesses.

Citation Download Citation

Junjie Lv, Siyu Zheng, Ruyu Yang, and Wenjing Yao "MODELING and simulation of live streaming e-commerce information dissemination considering opinion leader in social networks", Proc. SPIE 12718, International Conference on Cyber Security, Artificial Intelligence, and Digital Economy (CSAIDE 2023), 127182C (1 June 2023); https://doi.org/10.1117/12.2681661

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