| C2C E-commence has won unprecedented development in China these years. It has become a new industry. A large number of online customers and transaction information of the C2C E-commerce constitute the C2C E-commerce networks. This paper researches the characteristics and evolution mechanism of the C2C E-commerce transaction network based on Taobao using social network analysis and complex network theory.This paper chooses four item categories which are clothing, Cosmetic, mobile phones, household products on the Taobao website, and horizontally analyzes the construction and characteristics of four transaction networks. This paper mainly analyzes the components features, and computes the degree centrality, betweenness centrality and closeness centrality demonstrating customer authority with social network analysis software Ucinet. Furthermore, the author gives average path length, density, clustering coefficient, degree distribution practical significance in the C2C e-commerce trading network. Through comparative analysis, we found that there are central nodes and large groups in the C2C trading networks. At this stage the network density is very low, and links between consumers are very loose. The network basically has no clustering features.This paper studies the evolution mechanism of the transaction network under the comparison of network dynamic behaviors in 12 time intervals. We mainly analyze the changes of C2C E-commerce network properties at different times, such as density, centrality, sellers area, the evolution of small groups. The results show that, though nodes and trade relations in transaction network will change, there is always a main component making the network connecting that contains majority nodes. The distribution of online shops has a remarkable regional distribution. The degree distribution of the transaction network basically follow power-law distribution at this stage of Taobao development, and the core shops exist in the network. |
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