基于社会网络挖掘的网购虚拟社区网络分析
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摘要
近年来网络飞速发展,很多企业为了争夺市场,也加入到网络营销中去,虚拟社区购物网络成了人们购买的重要场所。网络购物的匿名性,开放性,跨时空性,低受控性等特性,使得网络购物和传统购物有很大差异,因此能正确的对网络营销数据进行分析和管理控制显得尤为重要。但虚拟社区购物中信息的传播规律深埋在纷繁复杂的网络中,很难掌握,要对网络中的数据进行细致的分析才能得出网络营销的下一步发展的规划和策略。
社会网络挖掘分析技术在中国是刚兴起的,给我们分析带来了机会。本文采用了社会网络挖掘技术对某小型购物网站中的一个版块中的顾客和产品之间的数据信息进行分析。提取2009年中两个月的顾客评价产品的数据和产品自身数据,用K均值聚类法进行聚类找到凝聚子网,以虚拟社区中最活跃的顾客和受关注程度最多的产品为例,构造2-mode网络,用SNM技术进一步分析产品-产品之间和顾客-顾客之间的1-mode网和产品-顾客之间的2-mode关系。找出他们之间的特征得出相关的规律。
分析证明这一套社会网络挖掘方法能够分析网购网络虚拟社区二模网模型的规律。
At present, many company join in the network market for competition. In the case, virtual community shopping has become an important place for people to buy. with the characteristics of anonymity, open, space-time crossing and low controlled, the Internet had large difference compared with traditional media, and the management of web opinion came out to be quite important. As the discipline of the spread of virtual community was deeply hide in the wide internet, and hard to grasp, the management of the virtual community was very difficulty.
The rise of the method of Social Network Mining brought an opportunity to us. This paper adopted Data mining and Social Network Analysis analyzing a small shopping site of the customer and product data. We extracted data of customers and products from October to November in 2009, clustering by K-mean method. We find out the active customers and products in virtual community, then structuring 2-mode network, and analyzing 1-mode network of customer-to-customer relationship and product-to-product relationship and 2-mode network of product-to-customer relationship. At last, find out the Characteristics between them.
The results show that the analysis model of Social Network Mining can describe the virtual community regular pattern of 2-mode.
社会网络挖掘分析技术在中国是刚兴起的,给我们分析带来了机会。本文采用了社会网络挖掘技术对某小型购物网站中的一个版块中的顾客和产品之间的数据信息进行分析。提取2009年中两个月的顾客评价产品的数据和产品自身数据,用K均值聚类法进行聚类找到凝聚子网,以虚拟社区中最活跃的顾客和受关注程度最多的产品为例,构造2-mode网络,用SNM技术进一步分析产品-产品之间和顾客-顾客之间的1-mode网和产品-顾客之间的2-mode关系。找出他们之间的特征得出相关的规律。
分析证明这一套社会网络挖掘方法能够分析网购网络虚拟社区二模网模型的规律。
At present, many company join in the network market for competition. In the case, virtual community shopping has become an important place for people to buy. with the characteristics of anonymity, open, space-time crossing and low controlled, the Internet had large difference compared with traditional media, and the management of web opinion came out to be quite important. As the discipline of the spread of virtual community was deeply hide in the wide internet, and hard to grasp, the management of the virtual community was very difficulty.
The rise of the method of Social Network Mining brought an opportunity to us. This paper adopted Data mining and Social Network Analysis analyzing a small shopping site of the customer and product data. We extracted data of customers and products from October to November in 2009, clustering by K-mean method. We find out the active customers and products in virtual community, then structuring 2-mode network, and analyzing 1-mode network of customer-to-customer relationship and product-to-product relationship and 2-mode network of product-to-customer relationship. At last, find out the Characteristics between them.
The results show that the analysis model of Social Network Mining can describe the virtual community regular pattern of 2-mode.
引文
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[10]吴同.网上购物的信任机制与消费者的行为选择研究.内蒙古农业大学学报[J].2005(4)
[11] Tuulos V, Tirri H. Combining topic models and socialnetworks for chat data mining[C]// Proceedings of theIEEE/WIC/ACM International Conference on Web Intelligence. IEEE Computer Society, 2004: 206-213.
[12] Scott J. SocialNetworkAnalysis: aHandbook [M]. London: Sage Publications, 2000.
[13] Girvan M, Newman M E J. Community Structure in Social and Biological Networks [ J]. PNAS, 2002, 99(17821-7826).
[14]潘华,项同德.数据仓库与数据挖掘原理,工具及应用.中国电力出版社. 2007(12): 83-84.
[15] Jiawei Han Micheline Kamber. Data Mining concepts and techniques 2001, 15(4): 37-44.
[16]范金城. SAS数据分析范例.西安交通大学出版社, 2008(5):83-84.
[17] Rheingold,H.The virtual community[M].New York:HarperPerennial.1993
[18]王方华,陈洁.数据库营销上海交通大学出版社, 2006,6(1):93-94.
[19] Chao-Min Chiu,Meng-Hsiang Hsu,Eric T.G.Wang Understanding knowledge sharing in virtual communities:An intergration of social capital and social cognitive theories[M] Decision Support Systems 42(,2006):1872-1888.
[20] Berger-WolfT Y, Saia J. A Framework for Analysis of Dynamic Social Networks [C] //KDD’06. Philadelphia:[s. n.], 2006: 523-528.
[21] Scott J. SocialNetworkAnalysis: aHandbook [M]. 2nd ed. London: Sage Publications, 2002.
[22]李整.我国电子商务发展现状及对策研究[J].现代商业,2007,(27).
[23]熊啸.中国电子商务发展现状及应对战略研究[J].时代经贸,2008,(21).
[24] RadicchiF, Castellano C, Cecconi F, et a.l Defining and Identifying Communities in Networks [J]. PNAS, 2004,101(9): 2658-2663.7821-7826.
[25] DOMINGOS P, RICHARDSON M. Mining the Network Value of Customers[A]. Proceedings of the Seventh InternationalConference on KnowledgeDiscovery and DataMining[C]. San Francisco, CA:ACM Press, 2001. 57-66).
[26] DOMINGOS P. Mining Social Networks for ViralMarketing[J].IEEE IntelligentSystems, 2005. 20(1).
[27]张文宏刘军译,弗里曼著.社会网络分析发展史[M].北京中国人民大学出版社, 2008.
[28]刘军.法村社会支持网络:一个整体研究的视角[M].北京:社会科学文献出版社,2003.
[29]任义科,杜海峰等.中国农民工社会网络的凝聚子群结构分析[J].社会,2008,28.
[30]张佳音,罗家德.组织内派系形成的网络动态分析[J].社会,2007,27.
[31]张浩.基于社会网络分析的Blog社区发现[D].上海:上海交通大学,2009.
[32]毛国君,段立娟,王实等.数据挖掘原理与算法[M].北京:清华大学出版社,2007:9.
[33] Jiawer Han,Micheline Kamber,范明,孟小峰[译].数据挖掘概念与技术[M].机械工业出版社, 2007:3.
[34]黄燕,吴平. SAS统计分析及应用.机械工业出版社, 2007(11):1-2.
[35]黄梅,贺仁睦,杨少兵.模糊聚类在负荷实测建模中的应用[J].电网技术, 2006, 30(14): 49-52.
[36] Matsuo Y, Tomobe H, HasidaK, et al. Mining social network of conference participants from the web[C]//Proceedings of the IEEE/WIC International Conference on Web Intelligence. Washington: IEEE Computer Society, 2003: 190-193.
[37] Boykin P O, Roychowdhury V P. Leveraging social networks to fight spam[J]. IEEE Computer, 2005, 38 (4): 61-68.
[38] Lin F R, Chen C H. Developing and evaluating the social network analysis system for virtual teams in cyber communities [ C]// Proceedings of the 37th International Conference on System Sciences. Hawaii: IEEE Computer Society, 2004, 8: 1-8.
[39] Chang C L, Chen D Y, Chuang T R. Browsing newsgroups with a social network analyzer [C]//Proceedings of the 6th International Conference on Information Visualization. 2002, 750-758.
[40] Acar E, Qamtepe S A, Krishnamoorthy M S, et al.Modeling and multiway analysis of chatroom tensors[C]// Proceedings of 3nd Symposium on Intelligenceand Security Informatics. Atlanta: IEEE Press, 2005,3495: 256-268.
[41] Mutton P. Inferring and visualizing social networks onInternet relay chat [ C]// Proceedings of the 8thInternational Conference on Information Visualization.Washington: IEEE Computer Society, 2004: 35-43.
[42] Tuulos V, Tirri H. Combining topic models and social networks for chat data mining[C]// Proceedings of the IEEE/WIC/ACM International Conference on Web Intelligence. IEEE Computer Society, 2004: 206-213.
[43]刘军.整体网分析讲义[M].上海人民出版社.2008:52-57
[44]郭绍忠,段丹.邮件挖掘技术在社会网络分析中的研究与应用[J].计算机工程与设计. 2008, 29(9): 2339-2341.
[45]郝小花,邓小昭.基于数据挖掘的可视化数字图书馆用户社区聚类与特征分析[J].情报科学. 2008,3:396-399.
[46] Van AlstyneM, Zhang J. EmailNet: Automatically mining social networks from organizational Email communications [C]. Pittsburg, PA: Proceedings of Annual Conference of the North American Association for Computational Social and Organizational Sciences, 2003.
[47] Jeffrey Heer ,Danah Boyd. Vizster :Visualizing Online Social Net works[D] . In Proceeding of the 2005 IEEE Symposium on Infor2 mation Visualization ( INFOVISp05) ,2005 :253 - 258.
[48] Wellman, B. Men in network: Private communication, domestic friendships[J]. Men’s friendships, 1992, 9:207-235.
[49] Michael Chau. Jennifer Xu. Using Web Mining and Social Network Analysis to Study The Emergence of Cyber Communities In Blogs.[M]. Integrated Series in Information Systems, Terrorism Informatics. 2008
[50] DOMBROSKIMJ, CARLEY KM. NETEST: estimating a terro network s structure[A]. CASOS 2002, Computational andMat maticalOrganization Theory[C], 2002. 235-241.
[51] XU JJ, CHENHC. CrimeNetExplorer: A Framework forCriminal Network Knowledge Discovery[J]. ACM Transactions on Information Systems, 2005, 23(2).
[52] XU JJ, CHEN H. CrimeNet Explorer: a framework for criminal network knowledge discovery[J]. ACM Transactionson Information Systems, 2005, 23(2): 202-226.
[53] KREBSVE. Mapping networks of terrorist cells[J]. Connections, 2002, 24(3): 43-52.
[2]中国互联网络信息中心.中国互联网络发展状况统计报告(2005年7月).2005:4
[3]中国互联网络信息中心.中国互联网络发展状况统计报告(2007年1月).2007.
[4]中国互联网络信息中心.中国互联网络热点调查报告(电子邮箱和网络购物).2004:32,45,47
[5]中国互联网信息中心(CNNIC)编.中国互联网发展状况统计报告(2006年5月). http://www.cnnic.net.cn
[6]西门柳上,马国娘,刘清华.正在爆发的互联网革命[M].机械工业出版社2009:24-25
[7]吴佩勋,黄永哲.电子商务网站客户购买意愿影响因素研究.中山大学学报(社会科学版)[J]. 2006,46(3):112-117
[8]宋晓玉.中国C2C网络购物消费者信任问题研究[D].北京:北京化工大学,2007
[9] Chang C L, Chen D Y, Chuang T R. Browsing newsgroups with a social network analyzer [C]//Proceedings of the 6th International Conference on Information Visualization. 2002, 750-758.
[10]吴同.网上购物的信任机制与消费者的行为选择研究.内蒙古农业大学学报[J].2005(4)
[11] Tuulos V, Tirri H. Combining topic models and socialnetworks for chat data mining[C]// Proceedings of theIEEE/WIC/ACM International Conference on Web Intelligence. IEEE Computer Society, 2004: 206-213.
[12] Scott J. SocialNetworkAnalysis: aHandbook [M]. London: Sage Publications, 2000.
[13] Girvan M, Newman M E J. Community Structure in Social and Biological Networks [ J]. PNAS, 2002, 99(17821-7826).
[14]潘华,项同德.数据仓库与数据挖掘原理,工具及应用.中国电力出版社. 2007(12): 83-84.
[15] Jiawei Han Micheline Kamber. Data Mining concepts and techniques 2001, 15(4): 37-44.
[16]范金城. SAS数据分析范例.西安交通大学出版社, 2008(5):83-84.
[17] Rheingold,H.The virtual community[M].New York:HarperPerennial.1993
[18]王方华,陈洁.数据库营销上海交通大学出版社, 2006,6(1):93-94.
[19] Chao-Min Chiu,Meng-Hsiang Hsu,Eric T.G.Wang Understanding knowledge sharing in virtual communities:An intergration of social capital and social cognitive theories[M] Decision Support Systems 42(,2006):1872-1888.
[20] Berger-WolfT Y, Saia J. A Framework for Analysis of Dynamic Social Networks [C] //KDD’06. Philadelphia:[s. n.], 2006: 523-528.
[21] Scott J. SocialNetworkAnalysis: aHandbook [M]. 2nd ed. London: Sage Publications, 2002.
[22]李整.我国电子商务发展现状及对策研究[J].现代商业,2007,(27).
[23]熊啸.中国电子商务发展现状及应对战略研究[J].时代经贸,2008,(21).
[24] RadicchiF, Castellano C, Cecconi F, et a.l Defining and Identifying Communities in Networks [J]. PNAS, 2004,101(9): 2658-2663.7821-7826.
[25] DOMINGOS P, RICHARDSON M. Mining the Network Value of Customers[A]. Proceedings of the Seventh InternationalConference on KnowledgeDiscovery and DataMining[C]. San Francisco, CA:ACM Press, 2001. 57-66).
[26] DOMINGOS P. Mining Social Networks for ViralMarketing[J].IEEE IntelligentSystems, 2005. 20(1).
[27]张文宏刘军译,弗里曼著.社会网络分析发展史[M].北京中国人民大学出版社, 2008.
[28]刘军.法村社会支持网络:一个整体研究的视角[M].北京:社会科学文献出版社,2003.
[29]任义科,杜海峰等.中国农民工社会网络的凝聚子群结构分析[J].社会,2008,28.
[30]张佳音,罗家德.组织内派系形成的网络动态分析[J].社会,2007,27.
[31]张浩.基于社会网络分析的Blog社区发现[D].上海:上海交通大学,2009.
[32]毛国君,段立娟,王实等.数据挖掘原理与算法[M].北京:清华大学出版社,2007:9.
[33] Jiawer Han,Micheline Kamber,范明,孟小峰[译].数据挖掘概念与技术[M].机械工业出版社, 2007:3.
[34]黄燕,吴平. SAS统计分析及应用.机械工业出版社, 2007(11):1-2.
[35]黄梅,贺仁睦,杨少兵.模糊聚类在负荷实测建模中的应用[J].电网技术, 2006, 30(14): 49-52.
[36] Matsuo Y, Tomobe H, HasidaK, et al. Mining social network of conference participants from the web[C]//Proceedings of the IEEE/WIC International Conference on Web Intelligence. Washington: IEEE Computer Society, 2003: 190-193.
[37] Boykin P O, Roychowdhury V P. Leveraging social networks to fight spam[J]. IEEE Computer, 2005, 38 (4): 61-68.
[38] Lin F R, Chen C H. Developing and evaluating the social network analysis system for virtual teams in cyber communities [ C]// Proceedings of the 37th International Conference on System Sciences. Hawaii: IEEE Computer Society, 2004, 8: 1-8.
[39] Chang C L, Chen D Y, Chuang T R. Browsing newsgroups with a social network analyzer [C]//Proceedings of the 6th International Conference on Information Visualization. 2002, 750-758.
[40] Acar E, Qamtepe S A, Krishnamoorthy M S, et al.Modeling and multiway analysis of chatroom tensors[C]// Proceedings of 3nd Symposium on Intelligenceand Security Informatics. Atlanta: IEEE Press, 2005,3495: 256-268.
[41] Mutton P. Inferring and visualizing social networks onInternet relay chat [ C]// Proceedings of the 8thInternational Conference on Information Visualization.Washington: IEEE Computer Society, 2004: 35-43.
[42] Tuulos V, Tirri H. Combining topic models and social networks for chat data mining[C]// Proceedings of the IEEE/WIC/ACM International Conference on Web Intelligence. IEEE Computer Society, 2004: 206-213.
[43]刘军.整体网分析讲义[M].上海人民出版社.2008:52-57
[44]郭绍忠,段丹.邮件挖掘技术在社会网络分析中的研究与应用[J].计算机工程与设计. 2008, 29(9): 2339-2341.
[45]郝小花,邓小昭.基于数据挖掘的可视化数字图书馆用户社区聚类与特征分析[J].情报科学. 2008,3:396-399.
[46] Van AlstyneM, Zhang J. EmailNet: Automatically mining social networks from organizational Email communications [C]. Pittsburg, PA: Proceedings of Annual Conference of the North American Association for Computational Social and Organizational Sciences, 2003.
[47] Jeffrey Heer ,Danah Boyd. Vizster :Visualizing Online Social Net works[D] . In Proceeding of the 2005 IEEE Symposium on Infor2 mation Visualization ( INFOVISp05) ,2005 :253 - 258.
[48] Wellman, B. Men in network: Private communication, domestic friendships[J]. Men’s friendships, 1992, 9:207-235.
[49] Michael Chau. Jennifer Xu. Using Web Mining and Social Network Analysis to Study The Emergence of Cyber Communities In Blogs.[M]. Integrated Series in Information Systems, Terrorism Informatics. 2008
[50] DOMBROSKIMJ, CARLEY KM. NETEST: estimating a terro network s structure[A]. CASOS 2002, Computational andMat maticalOrganization Theory[C], 2002. 235-241.
[51] XU JJ, CHENHC. CrimeNetExplorer: A Framework forCriminal Network Knowledge Discovery[J]. ACM Transactions on Information Systems, 2005, 23(2).
[52] XU JJ, CHEN H. CrimeNet Explorer: a framework for criminal network knowledge discovery[J]. ACM Transactionson Information Systems, 2005, 23(2): 202-226.
[53] KREBSVE. Mapping networks of terrorist cells[J]. Connections, 2002, 24(3): 43-52.