A Study on Online-Shopping Opinion Leaders Based on Massive Data
Chong Zhang · Journal of the Association for Information Systems · 2018
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.