中文摘要：

与产品相关的谣言影响个体对于产品的判断及购买欲望,进而波及整个供应链中产品的市场需求.考虑个体的情绪和个体对谣言的判断,将经典谣言传播模型中的免疫者R细分成为蒙蔽者R_a和清醒者R_d,两种状态的个体都知道但不传播谣言,不同的是R_a受谣言蒙蔽相信谣言不购买产品,R_d作为清醒者不相信谣言,且继续购买产品.基于系统动力学构建CISR_aR_d谣言传播模型,对模型进行稳定性证明,探讨谣言攻击对产品需求的遏制情况,并在此基础上进行了数值模拟.研究表明,与产品相关的谣言严重制约产品的市场需求,商家在应对谣言攻击时所作出的正面宣传对于产品需求的恢复有其积极意义.

英文摘要：

Rumors related to products affect the individual judgment on the product and the purchase desire,and then spread to the market demand for products in the entire supply chain.Considering the individual＇s emotion and his judgment on rumors,immune persons Rin classical rumor spreading model were subdivided into blinded persons Raand sober-minded persons Rd.Individuals of the two states both know rumors but don＇t spread rumors.The difference is that Ra are fooled by rumors completely,and they don＇t buy the related products,while Rd,as soberminded persons,don＇t believe rumors and continue to purchase the products.A rumor spreading model CISR_aR_d was constructed in accordance with the system dynamics,the model＇s stability was certified,and the rumors＇ restraining effect on product demand was investigated.On this basis,a numerical simulation was carried out.The result shows that rumors related to products restrict the market demand seriously,and positive publicity in response to rumors attack made by merchants has its positive significance to the recovery of product demand.