基于复杂网络的电子商务群聚消费传播模型研究*

互联网的发展带来无限商机的同时，也通过网络平台日益拉近顾客之间的联系，研究群聚消费对企业的影响又是一个新的议题。本文利用某电子商务网站的顾客消费数据展开实证研究，发现电子商务顾客消费网络体现出复杂网络的典型特征。通过对该网络的项目度分布及群聚特征的深入研究，从复杂网络的视角重新审视了电子商务中顾客消费行为的群聚性。针对电子商务中顾客消费的群聚行为及忠诚顾客对顾客群体行为的影响提出一种假设模式，并构建了一个电子商务顾客消费网络的演化-传播-免疫计算机模型进行模拟验证，为研究电子商务企业中顾客群体行为提供了一个新的探索和尝试。

Spreading model of electronic commerce cluster consumption based on complex network

This paper researched the consumption data of customers in one e-commerce website at first.It found that e-commerce customer consuming network reflected the typical characteristics of complex networks.Through in-depth study about the degree of project distribution in networks and the characteristics of clustering,this paper re-examined the strategic significance about the clustering consuming behavior and customer loyalty in e-commerce from the view of complex networks.In addition,presented a hypothetical m...