交易型社区中买家与卖家之间的网络闭包机制研究

Network Evolution of Transactional Community:A Differentiated Mechanism Study Based on Social Network Closure

以淘宝网为平台,选取其中最活跃的圈子社区为研究对象,并将所有的社区关系区分为由买家发出的连接和由卖家发出的连接,分析交易型社区网络闭包机制相对于普通社交网络闭包机制的差异性以及社区中的买家和卖家在关系构建决策上的不同。研究结果表明:1交易型社区中的买家会回避互惠关系的形成,而卖家则会通过互惠性的连接来构建稳定的关系和培养忠诚顾客;2在信息性社会影响起主导作用的交易型社区中,买家用户会避免信息的重复和冗余性而追求信息的多样和丰富性,因此,作为信息源的用户的传染路径越多会降低该信息源的必要性从而不利于社区中的买家用户与其构建关系;另一方面,由于社区中的卖家用户希望通过具有较强传染性的用户来传播网络店铺或商品的相关信息,他们则更愿意与这些作为信息传染源的用户构建关系;3不论是对于买家用户还是卖家用户,交易型社区的网络闭包(关系构建)主要通过共同的社区好友和共同参与的社区活动这样的二模嵌入模式完成。

This research, based on the most active community in Taobao. com, analyzed the characteristics of transactional community in network closure mechanism. Besides, we decomposed all the data into two groups, one group includes the links sent by buyers and the other by sellers. By doing this, we can see the difference of network closure in transactional community and the different strategies conducted by buyers and sellers. The results showed： （1）Buyers in transactional community would choose to avoid reciprocity because of high cost of social interaction and the risk of inefficiency of relationship, while sellers would build ties based on reciprocity since they want to attract potential and loyal customers ; （2）In a vague situation established by strangers where informational social influence contributed the most impacts, the more options of contagion path, the more influential the member is but the less necessary the member is, which has a negative effects on getting relationship embeddedness from buyers but otherwise for sellers;（3）For both buyers and sellers, the relationship establishment in transactional community mainly comes from two-mode embeddedness, which includes the mutual acquaintances or mutual activities.