随着近年来移动社交网络的蓬勃发展, 作为信息传播主体的用户群体受 到了学界的广泛关注. 文章对融入群体行为的舆情传播过程进行研究, 以期为有关部门有效监管舆情传播提供借鉴. 研究融入用户群体行为对经典SIR模型进行优化, 结合复制动态方程分别在同质与异质网络中构建移动社交网络舆情传播动态演化模型并利用雅可比矩阵进行稳定性分析, 最后进行数值和模型仿真验算. 结果显示: 考虑用户群体行为后, 舆情规模及其传播速度在同质/异质网络中表现基本一致. 当传播速率大于免疫速率时, 传播节点比例的上升速度更快且峰值更高. 加入用户群体要素后的舆情传播节点比例峰值更高, 且保持时间更长. 规模较大的群体及其用户的舆情传播速率及影响范围更大.

As the main body of the spread of information, user group receives wide attention from scholars with the booming development of mobile social network in recent years. In order to provide references for relevant departments so that they can effectively supervise the dissemination of public opinions, this paper studies the spread of public opinion based on the behavior of user group which is integrated to optimize SIR model. Then this study respectively constructs a dynamic evolution model of mobile social network public opinion dissemination in homogeneous and heterogeneous networks by combining replicator dynamics equation and it utilizes Jacobi matrix to analyze stability. Finally, this study checks the numerical and model simulation. It is observed that the scale and speed of propagation of public opinion is the same as those in both homogeneous and heterogeneous network after taking the behavior of user group into consideration. When the propagation rate is higher than the immune rate, the rising speed of propagation node ratio is faster and the peak value of it is higher. After considering user group, the peak value of the propagation node ratio of public opinion is higher and it has longer holding time. And the lager user group has a faster propagation rate of public opinion and a wider sphere of influence.