Research On Microblog Information Spreading Mechanism And Its Application On Trading Information Match

With the rapid development of E-commerce, amounts of trading information hasbeen spread online, as a result, consumers are interfered by useless information and onthe other hand, merchants can’t transmit effective information to potential customerseffectively and extensively. That means information spreading online has been blockedand information matching is ineffective. Weibo and Wechat, which take priority ininformation spreading, provide a solution to trading information matching efficiency.Based on social network theory, the paper will choose spreading range, spreadingaccuracy and spreading efficiency as evaluation indexes and design a tradinginformation matching system named Weishang better than Weibo and Wechat.Firstly, network structure is the basis of information spreading. The paper does anempirical analysis on Weibo’s structure and based on it, it establishes a theoreticalnetwork structure model for Weishang system and verifies its rationality by comparingthe main characteristics to those of other social network systems. Secondly, forwardingis the motivation of information spreading. The paper takes users’ behavior as subject,lists as many as driving elements of information spreading to establish a forwardingmodel in the aspects of empirical data analysis, user interest definition and matchingalgrithorm, social psychology analysis and then we can calculate forwarding probabilityof specific message. Thirdly, the paper also does an empirical analysis of Weiboinformation spreading process and gives a summary on information spreading principlesin the aspects of spreading range, accuracy and efficiency. Then it simulates a certaininformation spreading process and characteristics sent by a certain user based on thetheoretical model of Weishang and gains perfect effect with comparison of Weibo.Finally, the paper designs a Weishang system which contains information forwardingautomatically, information categorizing automatically and information flowingbi-directionally, and then compares it with Weibo and Wechat by choosing indexes suchas spreading range, accuracy and efficiency. The result shows that the Weishang systemachieves better expectation.