Abstract: Based on the diffusion theory, this article analyses the decision-making mechanism of medical individuals’ forwarding and donation behaviors at the micro level, and explores the influencing factors of medical crowdfunding information diffusion and platform broadcashing strategies via simulation experiments. The result shows that, the project information and word-of-mouth have an impact on the diffusion rate of medical crowdfunding information, but neither has a significant impact on the fundrcising; The node degree of initiators has a positive impact on both the diffusion rate and fundraising result; The use of platform broadcast strategy can effectively expand the proportion of potential decision-makers, so that initiators are no longer limited to their own social circles, and thus promoting fundraising equity; The larger the platform broadcast cycle and the larger the proportion of broadcasters, the more effective the donor ratio and the diffusion rate are, but when the cycle exceeds 50% of the natural diffusion cycle and the broadcast ratio exceeds 80%, the marginal profit of increasing the cost of strategy investment becomes lower.

Key words: Medical crowdfunding, Information dissemination model, Innovation diffusion, Agent-based modeling