MODELING and simulation of live streaming e-commerce information dissemination considering opinion leader in social networks

Revenue in the live streaming industry depends largely on the extent to which information is disseminated. Opinion leaders in social networks tend to speed up information diffusion. This work construct a live streaming e-commerce model based on evolutionary game theory to explore the internal mechanism of information dissemination in social networks where opinion leaders exist. The process of information transmission is associated with the behaviors to the utility of relationship updates and interactions among users, therefore, the paper inport the user’s behavior and social relationship updating mechanisms in the model. Furthermore, the influence factors of environmental reputation and reward are introduced to simulate user behavior decision-making in live streaming e-commerce. Simulation results indicate that the positive impact of rewards on information dissemination is obvious when relationship adjustments are infrequent, and the effect is weakened with the increase of reputation. Our work contributes to understanding the dynamics of information dissemination, and provides suggestions for the development of live streaming businesses.