基于线性阈值模型和价值共创理论,构建了针对负面口碑(negative word-of-mouth,NWOM)特征的社会化网络传播以及企业价值共创策略的模型.通过对NWOM传播的仿真实验,发现了消费者感知阈值,退出概率以及消费者异质性等因素显著影响NWOM传播过程,指出了NWOM非常容易在社会网络中爆发,其传播依赖于在传播初期的低感知阈值的消费者数目.进一步模拟了两种企业策略响应行为,两种响应因素对NWOM传播的影响,显示企业应在传播早期迅速执行价值共创响应策略,在传播后期的价值共创策略响应不能有效遏制NWOM对企业带来的负面影响,甚至适得其反.%According to the features of negative word-of-mouth(NWOM),this paper constructs a diffusion model to describe the NWOM diffusion pattern and companies' responding strategies by combining linear threshold model and value co-creation theory together in social networks.Experimental results imply that the threshold of awareness,probability of states transition,and users' heterogeneity affect NWOM diffusion.Most of the users will be infected by NWOM.The diffusion process deeply relies on the number of users who is easily infected.Two kinds of company's value co-creation responding strategies and two kinds of responding variables have been simulated further.Simulation results suggest that companies should make a response to NWOM as fast as possible.Value co-creation responding behaviors in the later stages cannot restrain the negative influence of NWOM,and even makes it worse.
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