基于二模复杂网络的共享经济平台用户交互行为研究  

Studying Users' Interaction Behaviors of Sharing Economic Platform with 2-Mode Complex Network Analysis

作　　者：陈远[1] 刘福珍 吴江[1] 

机构地区：[1]武汉大学信息管理学院,武汉430072 [2]武汉大学电子商务研究与发展中心,武汉430072

出　　处：《数据分析与知识发现》2017年第6期72-82,共11页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金项目"创新2.0超网络中知识流动和群集交互的协同研究"(项目编号:71373194)的研究成果之一

摘　　要：【目的】在"共同拥有而不占有"的共享经济理念下,探索如何优化供需方的服务。【方法】爬取"小猪短租"的用户数据,利用二模网络分析工具Ucinet探究用户位置演变,结合一模网络中用户复杂关系,构建固定效应模型分析个体中心度对相连用户交易行为的影响程度。【结果】度数中心度会正相关显著影响相连用户行为,而房东中介中心度显著影响房客消费行为,核心房客中介中心度显著影响房东订单供应行为。【局限】主要针对互动性强的用户采取滚雪球抽样,无法完全体现整个关系网络的特点。【结论】为了促进小猪短租因交易行为构建的社会网络活跃,应鼓励用户充当消费者,并主动参与其中作为服务提供商。[Objective] This paper explores the service optimization methods based on the concept of ＂shared ownership without possession＂ of the sharing economy. [Methods] First, we retrieved data from the website of ＂xiaozhu short-term rentals＂. Then, we used the 2-mode network tool ＂Ucinet＂ to analyze the changing of users＇ locations. Third, we studied the impacts of individual centrality on users＇ behaviors through the fixed effect model and the relationship among the one-mode network users. [Results] We found that degree centrality positively influenced users＇ behaviors. The betweenness centrality of the host agents was negatively correlated with the consumers＇ behaviors, while the betweenness centrality of the key tenant agents positively affected the hosts＇ offering behaviors. [Limitations] We focused on active users, and did not investigate the characteristics of the entire network. [Conclusions] Business social network systems like xiaozhu.com should encourage their users to become both consumers and service providers, which will promote the development of Sharing Economy.

关 键 词：二模网络 共享经济 中心度 用户行为 短租平台 

分 类 号：F49[经济管理—产业经济] F713.55[理学—数学] O157.5[理学—基础数学]