中文摘要：

基于信息扩散级联理论,以网络社区口碑信息树状传播结构为研究对象,提出主要的结构特性指标和传播路径划分方法.通过对新浪社区中一条负面口碑信息树状传播过程的数据采集和实验分析,对有关理论框架的有效性和科学性进行验证.研究结果表明,传播规模和到达率、传播深度和广度以及节点传播率和级联率是描述网络社区口碑信息树状传播的全局级和个体级结构特性的重要指标;传播路径则侧重于对其局部级结构特性的描述,可划分为零星式、接受式、扩散式和广泛式4种类型.

英文摘要：

Based on information diffusion cascade theory, and taking the structure characteristics of word-of-mouth tree in the network community as the sample, the main structure characteristic index and propagation path division method are proposed. And then we develop and design an experimental study on a negative word-of-mouth tree in Sina community, to test its effectiveness and rationality. The research results show that Propagation size and arrival rate, propagation depth and breadth, and node propagation rate and cascading rate are three main indexes which can describe its structural characteristics at the global and individual level. The propagation path focuses on the description of its structural characteristics at the local level, which can be divided into four types： sporadic, receptive, diffused and widely used.