A Study of Online-shopping Opinion Leaders in the Virtual Community Based on Mass Data

Abstract

Abstract:

The virtual community is an important channel for the consumers to share and obtain word-of-mouth information, the online shopping behavior of the members who are in the same virtual community can influence each other by the word-of-mouth communication. However, there are significant differences in the impaction of the different members. This study selects around 200 virtual communities (AliWangWang group) which have fifty thousand members and more than one million Taobao real transaction records, then we build network by the online interpersonal influence relationships. Finally we build the user model to evaluate the impaction of the members, identify the online shopping opinion leaders, explore the rules of communication, spreading and effecting of word of mouth. This study provides theoretical basis and practice guidance to the community marketing.

Key words: virtual community, word-of-mouth marketing, online shopping, opinion leaders

Zhang Hongliang, Zhang Chong. A Study of Online-shopping Opinion Leaders in the Virtual Community Based on Mass Data[J]. , 2015, 27(12): 80-87.

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A Study of Online-shopping Opinion Leaders in the Virtual Community Based on Mass Data

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