区块链环境下电商消费者网络多子群混合增长模型构建及特性研究

为探究区块链环境下电商消费者行为的复杂网络特性，在对传统局域网络与BBV增长网络研究的基础上，针对区块链环境下电子商务消费者行为的特性，提出2个方面的创新优化： （1）建立基于声誉的有限信任共识机制； （2）构建基于去中心化特性的消费者社团交互选择的智能合约。将共识机制与智能合约融入多子群混合增长模型中，研究在特定参数下，区块链电商消费者网络在复杂网络结构方面的特性。实证研究表明：即使是在具有去中心化、去信任的区块链电子商务环境下，消费者网络依旧会呈现出节点幂律分布的特点和小世界特性。在多子群混合增长模型中，消费者社团划分明显，消费者之间会出现“富者愈富”的马太效应，但是与传统网络电子商务消费者网络相比，其社团结构则更为松散，具有反垄断的特性。实验表明，在该环境下消费者的消费行为更加自由与透明。

Research on the construction and characteristics of multi-subgroup hybrid growth model of e-commerce consumer network in the blockchain environment

In order to explore the complex network characteristics of e-commerce consumer behavior in the blockchain environment, based on the study of traditional local area networks and BBV growth networks, aiming at the characteristics of e-commerce consumer behavior in the blockchain environment, two optimization aspects are proposed. Firstly, a reputation-based limited trust consensus mechanism is established. Secondly, a smart contract based on the interactive selection of consumer communities with decentralized characteristics is built. The consensus mechanism and smart contracts are integrated into the multi-subgroup hybrid growth model. Under certain parameters, the characteristics of the complex network structure of the blockchain e-commerce consumer network is studied. Empirical research shows that, even in a decentralized and trustless blockchain e-commerce environment, consumer networks will still show the characteristics of node power law distribution and small world characteristics. In the multi-subgroup mixed growth model, the division of consumer associations is obvious, and the Matthew effect of "the rich get richer" will appear among consumers. However, compared with the traditional online e-commerce consumer network, its association structure is looser, with antitrust characteristics. Experiments show that consumers consumption behavior is more free and transparent in this environment.