Author(s)

Xuehua Sun^1*, Shaojie Hou¹, Ning Cai², Wenxiu Ma¹, Surui Zhao¹

¹School of Information Technology, Hebei University of Economics and Business, Shijiazhuang, China.
²School of Culture and Communication, Hebei University of Economics and Business, Shijiazhuang, China.

Information diffusion on social media has become a key strategy in people’s daily interactions. This paper studies consumers’ participation in the product information diffusion, and analyzes the complexity of information diffusion which is affected by many factors. Prior investigations of information diffusion have primarily focused on the composition of diffusion networks with independent factors and the intricacy of the process has not been completely evaluated. The majority of prior investigations have focused on strategies and the moving forces in social media processes and the determination of influential seed nodes, with few evaluations conducted about the factors affecting consumers’ choices in information diffusion. In this study, a Bayesian network model of product information diffusion was created to examine the links between factors and consumer deportment. It revealed how those factors had an impact on each other and on consumer deportment choice. The innovation of the thesis is reflected in the exploration and analysis of the specific communication path of product information diffusion, which provides a better marketing idea and practical method for the development of mobile e-commerce. The research findings can help identify the quantitative relationships between the factors affecting the process of product information diffusion and user behavior.

Product Information Diffusion, Bayesian Network Model, Influence Reasoning, Consumer Behaviors, Clique Tree

Sun, X. , Hou, S. , Cai, N. , Ma, W. and Zhao, S. (2020) Bayesian Network Model of Product Information Diffusion and Reasoning of Influence. Journal of Data Analysis and Information Processing, 8, 267-281. doi: 10.4236/jdaip.2020.84015.