Meme transmission has become an important way of information dissemination. Three transfer paths were added to the classic infectious disease storehouse model in this study based on characteristics of meme transmission. Individual heterogeneity factors such as individual interest, risk perception and trust perception were used to construct a meme transmission model named Individual Heterogeneity SEIR (IHSEIR) model. Equilibrium of the model and the basic reproduction number were obtained using mean-field theory. Effects of individual heterogeneity factors on meme propagation were analyzed through Multi-Agent simulation. The findings showed that individual interest has a significant effect on the propagation range and speed of meme. A low-level overall trust of the system was correlated with higher risk perception among individuals, which is not conducive for the propagation of meme. Effect of regulation and intervention in the process of meme transmission was significantly lower compared with that at the initial state of transmission.
Keywords: SEIR model; individual heterogeneity; meme transmission.