Research Of Customer Participation Dynamics In Web2.0Trading Network

With the development of Web2.0, customer became the center of network activities in trading network. It is meaningful to study customer behavior. Based on actual data, the behavior of customer participation in Web2.0trading network has been analyzed with the method of statistics and human dynamics. The research findings of this paper are as follows.Explored the dynamics of customer participation in trading network.1、 statistical characteristics in quantity:the interval distribution of quantity follows power-law distribution. The active level of reviewing, consulting and discussing decreased in turn.2、 interval time characteristics:the interval time distribution of reviewing, consulting and discussing follow power-law distribution in group level, individual level and product level. However, the exponent is different. In group level, users in different regions and in different membership have different characteristics. Cyclical characteristic has been observed in user level. The interval time distribution of discussing and consulting follow double power law in product level.3、 correlation, there is significant correlation between quantities of replying and scanning.Established behavior model of customer participation based on user interest. Inner mechanisms of dynamics in trading network have been explored. It is found that user interest for products is rising with the increase of sales volume, resulting in reviewing, discussing and consulting becoming more active. Exponent of interval time distribution is growing as a result. In conclusion, user interest influences customer participation. According to the research above, behavior model of customer participation based on user interest was established. Computer simulation results show that previous sales volume have limited impact on users’choice. Moreover, with the increase of users’interest to products, the exponent of interval time distribution rises, while the change slows down gradually. The model fits the actual research results well.Studied customer participation’s influence on sales volume. An empirical study of the relationship between customer participation and sales volume has been conducted. The results showed that volume of online reviews, the volume of online consulting and the volume of online discussions have a positive correlation with sales volume. However, there are some differences between products in different categories. On contrary, the relationship between valence of online review, online review tendency and sales volume is not significant.It is valuable and meaningful to study the dynamics and inner mechanisms of customer participation in trading network deeply, which are significant to service concept, marketing strategy and market positioning.