How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a soc
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How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network Narisa Zhao1 · Hui Li1
© Springer Science+Business Media, LLC, part of Springer Nature 2019
Abstract This paper investigates how various consumer behaviors influence sales volume in social commerce through information dissemination. We use a modified SIR dynamic model to study these effects and how they vary under different maximum message lifetimes and as the number of network nodes varies. We conduct parameter sensitivity analysis to measure the influences of consumer behaviors on the sales volume. The simulation results indicate that consumer behaviors during information dissemination can significantly influence the outbreak size of the information and the sales volume. Specifically, a higher information-spread probability will increase the outbreak size of the message. A higher first-purchase probability could accelerate the increase in sales volume, especially when the maximum message lifetime is long and the number of nodes is large. Besides, the regular-purchase behavior has a positive impact on the acceleration, while the discard-information behavior after the first purchase has an opposite effect. We verify our model using data collected from two websites: Sina Weibo and Taobao. This study helps social commerce marketers understand how consumer behaviors can influence sales volume through information spread and aids them in modeling this mechanism. Keywords Social commerce · Social commerce network · Information dissemination · Consumer behaviors · Sales volume
1 Introduction Social commerce is a type of e-commerce combined with social networks [1]. Web 2.0 social media offer an environment for online social networks. Many people’s lifestyles have been changed by social media technologies, which provide online * Hui Li [email protected] 1
Institute of Systems Engineering, Dalian University of Technology, No. 2, Linggong Road, Ganjingzi District, Dalian City 116023, Liaoning Province, People’s Republic of China
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platforms for users to make up networks where they can share various information [2, 3]. Users in social networks are encouraged to share product information with their friends [4]. In social networks, people who have the same hobby or background form “communities” and tend to trust each other within the community [2]. A social commerce network is a community in which members are not only marketers but also consumers. They share product information, obtain recommendations from others, and make purchase decisions or even become regular buyers (i.e., consumers who purchase the product regularly). Online users are easily influenced by recommendations from their online friends at both the initial and later purchase stages [5]. Social commerce is about how to attract potential consumers and to spread information [6]. Products tend to have better sales volume if they are advertised on social networks [7]. It is
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