摘要
【目的/意义】在线健康社区方兴未艾,但也面临着诸多信息服务质量问题。旨在找到影响社区平台与用户演化博弈的关键因素,从而为在线健康社区的信息服务质量优化提供参考,以促进其长远有序发展。【方法/过程】运用有限理性与演化博弈的理论和方法,构建了在线健康社区平台与用户群体之间的信息服务演化博弈模型,并对在线健康社区提供优质或普通信息服务、用户使用与否的演化博弈进行求解。【结果/结论】研究表明,在线健康社区提供优质信息服务需要付出的额外成本、提供优质信息服务的收益和提供普通信息服务的收益、用户获取服务的成本,以及用户使用服务的收益是影响社区平台与用户演化博弈的关键因素。基于演化博弈的分析,进一步提出在线健康社区信息服务质量优化、运营管理实践的建议和对策。
【Purpose/significance】Online healthy community is now in the ascendant, but it also faces a lot of service quali-ty problems. The purpose of this paper is to identify the key factors that affect the evolutionary game between OHC and us-ers, so as to provide suggestions for information service quality optimization and sustainable development of OHC.【Method/process】The paper establishes the evolutionary game model of information service between OHC and users based on theview of evolutionary game theory, and the dynamic evolutionary procedure is analysed.【Result/conclusion】Key factors thataffect the model evolution are examined, including additional cost paid to high quality information service by OHC, benefitsand profits gained from high and low quality information service by OHC, usage cost of information service by users and ac-tual service value of users. Moreover, suggestions are proposed for internet health information service quality optimizationand management practice of OHC.
作者
赵栋祥
ZHAO Dong-xiang(Center for Studies of Information Resources of Wuhan University,Wuhan 430072,Chin)
出处
《情报科学》
CSSCI
北大核心
2018年第8期149-154,共6页
Information Science
基金
国家自然科学基金国际(地区)合作与交流项目(71661167007)
国家自然科学基金重点国际(地区)合作项目(71420107026)
关键词
演化博弈
演化稳定策略
在线健康社区
在线健康信息服务
质量优化
evolutionary game theory
evolutionary stable strategy
online health community
internet health information service
quality optimization
