Evolution Model for Word-of-Mouth Communication Based on Improved Cellular Automata

From the view of the micro-interaction between customers, this paper aims to investigate the evolution process and mechanism for Word-of-Mouth (WOM) communication. First, consulting the SIS model, this work depicts the process of WOM communication employing the thought of epidemic spread. Then, this paper improves the traditional cellular automata model to better reflect the WOM communication in reality. On its basis, the WOM communication evolution model is proposed. Through simulation of the proposed model, this paper studies the evolution process of WOM communication, and the influence of the WOM introduction strategy and the accessibility of WOM between communities on WOM communication performance. The results give us a comprehensive understanding of the evolution process and mechanism of WOM communication, and reveal valuable management enlightenments about how to improve the WOM communication performance, which are helpful to the managers and decision makers to effectively carry out WOM management.

[1]  Yu Yang,et al.  A CA-based heterogeneous model for knowledge dissemination inside knowledge-based organizations , 2018, J. Intell. Fuzzy Syst..

[2]  Khalid Hattaf,et al.  Three-Dimensional Cellular Automaton for Modeling the Hepatitis B Virus Infection , 2014 .

[3]  Jiafu Su,et al.  An integrated QFD and 2-tuple linguistic method for solution selection in crowdsourcing contests for innovative tasks , 2018, J. Intell. Fuzzy Syst..

[4]  Y. Kunpeng,et al.  Simulation of collaborative product development knowledge diffusion using a new cellular automata approach , 2017 .

[5]  Shu-Chuan Chu,et al.  Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites , 2011 .

[6]  Qimei Chen,et al.  Attitude Toward the Site , 1999 .

[7]  Dee T. Allsop,et al.  Word-of-Mouth Research: Principles and Applications , 2007, Journal of Advertising Research.

[8]  Heiko Balzter,et al.  Cellular automata models for vegetation dynamics , 1998 .

[9]  Barbara Stern.  A revised communication model for advertising: Multiple dimensions of the source, the message , 1994 .

[10]  Jiafu Su,et al.  Selection of Manufacturing Enterprise Innovation Design Project Based on Consumer’s Green Preferences , 2019, Sustainability.

[11]  Stephen Wolfram,et al.  Cellular automata as models of complexity , 1984, Nature.

[12]  Yang Yu,et al.  Measuring knowledge diffusion efficiency in R&D networks , 2018 .

[13]  C. Ranaweera,et al.  On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth , 2003 .