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STUDY ON NETWORK STRUCTURE IN VIRTUAL TRANSACTIONS BASED ON SNA

In virtual transactions, 2-mode network about “user-product” is constructed by e-commerce behavior between users and products. Based on binary matrix of evaluating products by users in virtual transactions, this paper discusses that 2-mode and 1-mode network structure between products and users from the whole network of social network analysis prospect. First, a model about “user-product” is constructed through two representation methods including matrix and graph. Then, this paper introduces main methods such as matrix transformation, bipartite 2-mode graphs, etc. Third, through a case about a B2C transaction website, some quantitative characteristics including network density, clique relationship, and core-periphery structure can be revealed and visually displayed. Furthermore, members’ relationships and structure characteristics are acquired based on the analysis of visualization results. Moreover, this paper computes density and the degree centrality, betweenness centrality and closeness centrality demonstrating customer authority. Lastly, a conclusion is reached that the cited network has core-marginalization constitution. Through comparative analysis, we found that there are central nodes and several groups. Furthermore, the proposed methods in this paper can be utilized in the research of members’ relation and structure characteristics in the transaction networks, which can be convenient for improving and enhancing user experience.