中文摘要：

复杂社会网络中的扩散不仅受到大众媒体等外部因素影响,更与其社会关系网络中邻居个体的选择密切相关。文中用“邻居效应函数”刻画邻居对个体选择的影响机制,分析了外部因素与邻居效应共同影响下的扩散均衡及其影响因素。研究发现,邻居效应函数的凹凸性决定了扩散的均衡,多重均衡的存在会增加扩散的不确定性,邻居效应的强度和复杂社会网络的结构特征对均衡采用者比例有重要影响。管理者在制定决策时应该考虑网络结构与邻居间相互影响。

英文摘要：

Diffusion on complex social network is influenced by not only external factor such as media,but also neighbors＇ choice in relationship network of individuals.The paper describes the influence of neighbors on individuals＇ choice by “neighbor effect function“,analyses the equilibrium and influencing factors under the collective diffusion model of external and local factors.The result shows that the property of neighbor effect function determines the equilibrium of diffusion;existence of multi-equilibrium increases the uncertainty of diffusion;neighbor effect and structural characteristics of complex social network has great influence on adopters＇ equilibrium.Thus,network structure and interaction of neighbors should be considered in management decision.