计算机科学 ›› 2022, Vol. 49 ›› Issue (6A): 694-704.doi: 10.11896/jsjkx.210900186
王显芳, 张亮, 张宁
WANG Xian-fang, ZHANG Liang, ZHANG Ning
摘要： 微信中健康信息质量良莠不齐,分析平台、公众号和用户的行为决策演化过程,探究遏制公众号发布虚假信息的关键因素,可为优化健康生态环境提供有益参考。通过构建三方主体演化博弈模型,求解系统均衡点与约束条件,仿真分析主体策略演变的影响因素及系统最优稳定状态。引入前景理论,探究主体的风险态度和损失规避对最优结果的影响。仿真实验得出,平台和用户对风险的敏感性大于损失。相比监管所需的高额成本,平台更注重声誉的提升;相比虚假信息产生的误导,用户着重于满足主观需求。公众号对损失比较敏感,且对平台处罚的敏感性大于粉丝损失。当公众号发布真实信息的初始意愿较低时,平台处罚、媒体曝光等外界因素虽能遏制伪健康信息的传播,但系统最优难以尽快实现。
中图分类号:
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