Study On Social Network Impact Factors Of Game Platform Users' Borrowing Behavior

In recent years,with the fast developing of online game industry,many regional game agents establish their own independent game platforms.Then some game platform start to provide loan service and the platform uses' borrowing behavior has become an interesting topic.In the view of social network,this paper explores the uses'borrowing behavior on game platform,and focuses on two types of impact factors,relational embeddedness and structural embeddedness,based on the theory of social contagion and social embeddedness.This paper builds the behavior variables and social friendship network to explore the relational embeddedness influence of friendship and friendship in same group,and structural embeddedness influence of users' degree centrality and closeness centrality.We found that relational embeddedness and structural embeddedness significantly affect users' behavior.About relational embeddedness,the friends' borrowing behavior is positively correlated with users'borrowing behavior,and the amount of same group has positive effect on the friendship.About structural embeddedness,users' degree centrality is positively correlated with users' borrowing behavior and users' closeness centrality is negatively correlated with users' borrowing behavior.