Evolution Mechanism Of Interactive Behavior In Social Commerce

With the accelerated development of social media and e-commerce,an increasing number of e-commerce models have emerged,which social commerce gains popularity.The threshold for users to generate content is getting lower because of web 2.0.Massive Internet users spontaneously contribute content and interact with others with the help of social media.The huge groups attract the participation of e-commerce industry on social commerce,which makes a promising future.But how to transfer massive,active and viscous users into social e-commerce has become an urgent problem to be solved.(1)This paper constructs the user network in social commerce.The statistical parameters reflect different network characteristics has been extracted and calculated.By calculating the statistical parameters in real social network,the user network has high clustering coefficient and scale-free characters.According to this,the scale-free user network which is spatially aggregated has been constructed.(2)Combined with the socialization characteristic of social commerce,the dissertation studies how the users adopted decisions is influenced by user interactive behavior in the scale-free user network,which the main factor is the information exchange between users and the social learning process.(3)The rule of adoption decision in social commerce is made by considering problem of heterogeneity,employing psychology threshold model and setting relative influence weights of diverse factors.(4)The interaction evolution model is established based on agent which is constructed from microscopic view.The simulation experiment is run by Anylogic7.3.6 which can visualize the state transition in the interactive behavior evolution process of every individual in the user network from the micro level.The social commerce platform marketing management strategy had been put forward by simulating the evolution of interaction process.The simulation results show that the strategy can effectively improve the conversion rate of users,enhance user growth rate and dimensions of the user of the platform,which impacts greatly on enterprise marketing management.