Research On The User Relationship Of Social Commerce Based On Social Network Analysis

With the development of the E-commerce and mobile internet social products,social commerce has been prevalent as a brand new E-commerce pattern.Little Red book created a innovation model which mixed the e-community,user generated content and E-commerce,and became the top mobile internet application of social commerce.In this paper,the related literature and research of social commerce and SNA are summarized,and the SNA is used to analyze empirically the data collection,which provide a perspective of the Little Red book's user network relationship.Through this research,the structure of the whole network is presented by low density and low dispersion,which exist numerous core users and edge users.Then the users are divided by the research method of text analysis and participatory observation,and information dissemination and linguistic strategies of the various actors are illustrated by the Actornetwork theory,including problematization,interestement,enrollment and translation.In the end,the actors' behaviors are attributed to three aspects: the psychological emotional needs,the material information needs and the group norms.The conclusion shows that the user relationship and interaction of Little Red book are unsatisfactory,and the socialization properties has been largely unexplored.Therefore,this study gives corresponding advice to support the strategy transformation of Little Red book.