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首页> 外文会议>Thirteenth Wuhan international conference on E-business >Network Evolution of Transactional Community: A Different Network Closure Mechanism from Social Network
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Network Evolution of Transactional Community: A Different Network Closure Mechanism from Social Network

机译：交易社区的网络演化：与社交网络不同的网络封闭机制

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With the Internet changing from era Web1.0 of computers' interaction to era Web2.0 of users' interaction, the development of transactional community has become the key solution to combine economic value with social value in social commerce.Transactional community is different from traditional social community in its relationship establishment because of the unique motivations of their members.Based on network data from Taobao.com, this research analyzed the network closure mechanism in transactional community and the results showed: (1) Because of high cost of social interaction and the risk of inefficiency of relationship, members in transactional community would choose to avoid reciprocity;(2) The evolution of transactional community is mainly driven by informational social influence rather than normative social influence, as a consequence, number of contagion paths has a negative effects on getting relationship embeddedness from the other members;(3) The relationship establishment in transactional community mainly comes from mutual acquaintances or mutual activities.
机译：随着互联网从计算机交互时代Web1.0到用户交互时代Web2.0的转变，交易社区的发展已成为社会经济中将经济价值与社会价值相结合的关键解决方案。基于淘宝网的网络数据，本研究基于交易社区的网络封闭机制，研究结果表明：（1）由于社交互动成本高，由于缺乏关系的风险，交易社区的成员会选择避免互惠；（2）交易社区的演变主要由信息社会影响而非规范性社会影响所驱动，因此，传染路径的数量具有负面影响从其他成员那里获得关系嵌入性;（3）关系建立n交易社区主要来自彼此相识或互动。

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