Network Structure And Information Dissemination Research Of Spontaneous Group-Buying Based On Virtual Community

The Internet has become a more and more important part in modern people’s lives, As the dependence of people on the Internet is gradually enhanced, many real-life needs and activities have gradually migrated to the online world.Some people of the same interests and hobbies,gathered together by means of variety of network platforms and tools, to form a relatively stable relationship network groups.That is what we call the virtual community. The rapid spread of the Internet has driven the vigorous development of e-commerce.Group buying is a popular new e-commerce model in recent years.The group buying which is initiated by the merchants is the main mode on the market, which is also the focus of many researchers.However,with the maturation of social network and virtual community, there gradually appear a new kind of group-buying mode which is self-organized by the consumer on the market, that we call spontaneous buy.The characteristics of the group-buying model is more aggregation and interactive. Mature relationship model, communication channels and management mechanism in the virtual community just provide a good foundation for the breeding and development of group buying. So we will study the spontaneous locking buy based virtual community.This study takes "BYR forum-Group-buying board" as the example, and studies113items group-buying posts and253members participate as the research object.Then analyze network structure of sample using of social network analysis methods, and the analysis is mainly on the Density,Degree Centricity, Betweenness Centrality and Closeness Centrality,Subgroup and Sociogram.The study found that the density of the network is relatively loose,the network doesn’t exhibit obvious center,but the center between members has large differences.These show that the exchanges between members of the virtual community is not very close, and the relationship between the members is relative balance. Clique analysis results show that the whole network fragmentation phenomenon is serious, and the flat trend of network structure is obvious.On this basis, we have analyzed the information dissemination model of spontaneous group-buying in virtual community.Interaction between members of the community has not only limited group-buying,but joined more emotional factors.And group-buying and relationship between virtual communities can promote each other.Information dissemination has a central and decentralized coexistence characterisitcs:the information published by node in the network-centric can spread faster and is easier to get response,while in the overall network, the spread of information present a dispersion.