sn7 - The Journal of China Universities of Posts and...

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September 2008, 15(Suppl.): 79–83 www.buptjournal.cn/xben The Journal of China Universities of Posts and Telecommunications Mobile E-commerce model based on social network analysis CAI Ya-li 1 , WANG Wen-dong 1 , GONG Xiang-yang 1 , LI Yu-hong 1 , CHEN Can-feng 2 , MA Jian 2 1. State Key Laboratory of Networking and Switching Technology, Beijing University of Posts and Telecommunications, Beijing 100876, China 2. Nokia Research Center, Beijing 100176, China Abstract With the development of Internet technology and the increasing popularity of mobile terminals, mobile E-commerce has become a convenient tool in our daily life. In a mobile E-commerce system, how to effectively establish and evaluate trust between seller and buyer is a hotspot. Whether a buyer knows and trusts a seller often strongly influences purchasing decisions, especially in customer-to-customer (C2C) E-commerce or second-hand exchange market. This paper proposes a social network model on the mobile E-commerce system, which can give recommendation values between buyers and sellers in terms of their social relationship, actual geographical distances and historic deal records etc. Experiment results show that the proposed model can effectively help users to make the decision whether and with whom to make a deal by using the recommendation values. In addition, the proposed model also has better security feature than the normal E-commerce system. Keywords social network analysis (SNA), social influence, E-commerce, interaction history record 1 Introduction As the Internet technologies continue to develop, E-commerce has become prevalent in our daily life. By using E-commerce system, buyers can purchase merchandise from companies or choose second-hand exchange from sellers. Initially, E-commerce systems, based solely on the World Wide Web, depend on the interaction among the users who can access various websites. With the development of increasingly stable mobile platform, mobile E-commerce has migrated onto the mobile platform as portable devices such as smart phones, personal digital assistants (PDA), mobile internet devices (MID), and handheld computers have been adopted rapidly by a wide variety of users [1]. As a result, mobile users are able and more willing to do business on their mobile devices more readily. However, two problems still exist in the current mobile E-commerce system. On the one hand, it’s difficult for consumers to make a decision. Browsing, searching, and buying a product on E-commerce websites are often a time consuming and frustrating task [2]. Over 80% of Web shoppers have left E-commerce websites at some point without finding what they want [3]. According to the research by Sinha and Swearingen [4], a person’s decision to buy a product is often strongly influenced by his or her friends, Received date: 02-01-2008 Corresponding author: CAI Ya-li, E-mail: yalicai@gmail.com acquaintances and business partners, rather than strangers. It is therefore necessary to measure the relationships between
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sn7 - The Journal of China Universities of Posts and...

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