A Study Of The Information Dissemination In Social Sharing E-Commerce Shopping Websites Based On The Social Network Analysis

Social sharing e-commerce shopping websites have been forming gradually as a result of the combination of the new media socialization and the consumption derived from the new media environment. The social sharing websites have the advantage of strong interaction. In this work, centrality of these two social shopping websites is studied systematically by analyzing the point centrality, betweenness centrality and closeness centrality basing on relationship and relevance between members of the two websites. Structure hole analysis was used to demonstrate the key role of the opinion leaders in information dissemination in social sharing shopping websites, thus showing the influence the way of information exchange between members of social sharing shopping websites on consumer behavior in e-commerce, and submersing the feature of information dissemination and consumer behavior in social sharing e-commerce shopping websites.