Abstract: Under the guidance of Internet public opinion, it is likely to intensify the speculative psychology of real estate investors, and then evolve into behavior of “buying the winners” and intensify its diffusion. Once the behavior of “buying the winners” occurs in a large scale, it will lead to serious value deviation of the real estate market or even turbulence, which is not conducive to the stable development of national economy and the improvement of people’s living standards. However, the current research rarely considers the interaction of Internet users, media and government, which leads to the conclusion that the behavior of “buying the winners” is not representative enough. Therefore, it is necessary to consider the synergistic effect of these three main bodies, and then to study the diffusion mechanism and evolution characteristics of the behavior of “buying the winners” under the disturbance of network public opinion.

Key words: internet public opinion; investor behavior preference; “buying the winners”; complex network