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| A User Influence Strength Model in E-commerce Social Networks Based on Closeness and Users?? Credit |
| Ju Chunhua1,2, Zhao Kaidi2, Bao Fuguang1,2 |
1. Department of Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018
2. School of Management Science & Engineering, Zhejiang Gongshang University, Hangzhou 310018 |
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Abstract Opinion leaders play a major role in promoting information dissemination in social networks. Opinion leaders can often influence the masses and guide the trend of network public opinion. Looking for opinion leaders in the network can timely and can accurately grasp network dynamics. In this paper, we propose a calculation model of user influence intensity that integrates closeness centrality and tightness of credit, and looks for opinion leaders in e-commerce social networks. First, the model obtains the relationship adjacency matrix according to the friend relationship between users. Then the compactness centrality of each user is calculated with an adjacency matrix. The social credit rank algorithm is proposed for calculating user influence. The algorithm chooses the density centrality proportion of the user in the network as the probability that the user is randomly selected. The ratio of the user??s credibility to that of the friend's contribution is revised. In this paper, the user data of Alipay is used as an experimental object. The experimental results show that the method is more accurate than the general opinion leader identification method.
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Received: 12 July 2018
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