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      Scare Behavior Diffusion Model of Health Food Safety Based on Complex Network

      1 , 2 , 3 , 1 , 3
      Complexity
      Hindawi Limited

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          Abstract

          This study constructs a heterogeneous model of health food safety scare behavior diffusion through a complex network model by considering health food safety information transparency and health food consumers’ ability to process information. This study first analyzes the effects of network structure and heterogeneity of health food consumers on the health food safety scare behavior diffusion using network stochastic dominance theory. Subsequently, a computer mathematical simulation is performed to explore the characteristics and laws of the evolution of health food safety scare behavior diffusion. The following three major conclusions can be drawn from the results. First, increases in the health food safety information transparency, the health food consumers’ ability to process information, and the recovery rate of health food consumers can increase the threshold of the rate of health food safety scare behavior diffusion. The health food safety information transparency and the recovery rate of health food consumers show marginal incremental rising characteristics in relation to the rate of health food safety scare behavior diffusion, whereas the health food consumers’ ability to process information shows a marginal diminishing rising characteristic in relation to the rate of health food safety scare behavior diffusion. Second, increases in the health food safety information transparency, the health food consumers’ ability to process information, and the recovery rate of health food consumers can decrease the scale of the health food safety scare behavior diffusion. The health food safety information transparency shows a marginal diminishing decreasing characteristic in relation to the scale of the health food safety scare behavior diffusion, whereas the health food consumers’ ability to process information and the recovery rate of the health food consumers show marginal incremental decreasing characteristics in relation to the scale of the health food safety scare behavior diffusion. Finally, the network structure of health food consumers significantly affects the health food safety scare behavior diffusion. A high heterogeneity of the health food consumer network indicates a high threshold of the rate of health food safety scare behavior diffusion and low diffusion scale.

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          Emergence of scaling in random networks

          Systems as diverse as genetic networks or the world wide web are best described as networks with complex topology. A common property of many large networks is that the vertex connectivities follow a scale-free power-law distribution. This feature is found to be a consequence of the two generic mechanisms that networks expand continuously by the addition of new vertices, and new vertices attach preferentially to already well connected sites. A model based on these two ingredients reproduces the observed stationary scale-free distributions, indicating that the development of large networks is governed by robust self-organizing phenomena that go beyond the particulars of the individual systems.
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                Author and article information

                Journal
                Complexity
                Complexity
                Hindawi Limited
                1076-2787
                1099-0526
                November 01 2018
                November 01 2018
                : 2018
                : 1-14
                Affiliations
                [1 ]Business School, Hohai University, Nanjing, China
                [2 ]School of Health Economics and Management, Nanjing University of Chinese Medicine, Nanjing, China
                [3 ]School of Economics and Management, Nanjing Tech University, Nanjing, China
                Article
                10.1155/2018/5902105
                79e0f469-2578-4f1d-8930-00d5008e5d71
                © 2018

                http://creativecommons.org/licenses/by/4.0/

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