当你的朋友变成卖家：基于社交电商网站贝店的实证研究
When Your Friends Become Sellers: An Empirical Study of Social Commerce Site Beidian
摘要：
在过去的几年里，基于强关系的社交电商已经出现并取得了巨大的成功。这些电子商务平台嵌入社交网站，将普通人转变为卖家，他们在网上社交网络中向朋友和家人宣传和销售产品。这些网站可以在短时间内获得数百万用户，并以加速的速度快速增长。然而，人们对这些社交电商如何发展为社会关系和经济交易的混合体知之甚少。在本文中，我们提出了第一个测量研究的全面数据的贝店，在中国增长最快的社交电商网站之一，其中涉及1180万用户。我们首先分析了北电平台的拓扑结构，并强调了其分散性。然后，我们研究了该网站的快速增长和它的增长机制，通过邀请级联。最后，我们调查了贝店的购买行为，我们关注的是用户的接近度和忠诚度，这有助于网站的高转化率。作为强联系和经济逻辑相互作用的结果，新兴的社交电商在网络结构、动力学和用户行为等方面表现出与所有已知的社交网络和电子商务显著的性质偏离。据我们所知，这项工作是第一次对新兴社交电商平台的网络特征和动态进行定量研究。
英文摘要：
Past few years have witnessed the emergence and phenomenal success of strong-tie based social commerce. Embedded in social networking sites, these E-Commerce platforms transform ordinary people into sellers, where they advertise and sell products to their friends and family in online social networks. These sites can acquire millions of users within a short time, and are growing fast at an accelerated rate. However, little is known about how these social commerce develop as a blend of social relationship and economic transactions. In this paper we present the first measurement study on the full-scale data of Beidian, one of the fastest growing social commerce sites in China, which involves 11.8 million users. We first analyzed the topological structure of the Beidian platform and highlighted its decentralized nature. We then studied the site's rapid growth and its growth mechanism via invitation cascade. Finally, we investigated purchasing behavior on Beidian, where we focused on user proximity and loyalty, which contributes to the site's high conversion rate. As the consequences of interactions between strong ties and economic logics, emerging social commerce demonstrates significant property deviations from all known social networks and E-Commerce in terms of network structure, dynamics and user behavior. To the best of our knowledge, this work is the first quantitative study on the network characteristics and dynamics of emerging social commerce platforms.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
