A Study on Online-Shopping Opinion Leaders Based on Massive Data

摘要：

　　The online communities are important channels for consumers to distribute, transmit and access word-of-mouth information.However, the influence power of the users has a significant difference.This article selects about 200 Online Communities (taobao wangwang group), based on more than one million taobao real transaction data provided by nearly fifty thousand members of the communities, from the perspective of social network to build weighted and directed graph of online shopping interpersonal influence relations and users influences model, mining online shopping opinion leaders and exploring the community online communication, spread and effect regularities to provide theoretical basis and practice guidance for word-of-mouth marketing.

关键词： virtual community word-of-mouth marketing online shopping opinion leaders

作者: Chong Zhang

作者单位: College of Information Sciences, Beijing Language and Culture University, China

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 204-210

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）