The impact of the marginal utility behavior on single-layer networks with limited contact

Abstract

The information propagation on the social network has been an important research topic, with a focus on the significant influence of individual behaviors. The marginal utility behavior can affect the process of information propagation. But most previous research ignore it. Besides, the process can also be influenced by limited-contact capacity, which increase the complexity of networks. In this paper, the marginal utility behavior model on the single-layer network with limited-contact capacity is proposed first. Then the edge-based compartmental (EBC) method is used to explore the novel information propagation mechanism. Through experiments, it was found that when individuals show an increasing marginal utility behavior, with the propagation probability increasing, the final spreading scope shows a discontinuous increase pattern by weakening behavior. However, the final spreading scope shows no outbreak by strengthening behavior. In contrast, when individuals show a diminishing marginal utility behavior, with the propagation probability increasing, the final spreading scope shows a continuous increase pattern by strengthening. Nevertheless, the final spreading scope shows a discontinuous increasing by weakening. What’s more, the limited-contact capacity and the degree distribution heterogeneity can also change the information propagation pattern. Besides, the experimental results are in agreement with the theoretical results.