CAJ | 학술논문

虚拟交易网络结构的分析有利于确定网络成员的地位以及消费者与商品之间的关系规律。运用社会网络分析（ SNA）方法对虚拟交易的网络结构特征进行分析，首先，根据消费者的购后评价信息，从整体网视角分析商品与消费者之间的2-模及1-模网络结构特征；其次，以一个B2 C交易网站的某个版块为实例，揭示了群体网络的网络密度、中心性、核心-边缘化结构等量化特征；最后，利用UCINET软件对其结果进行可视化展示。该方法对揭示虚拟交易网络成员关系和结构特征提供了一种新的思路。
허의교역망락결구적분석유리우학정망락성원적지위이급소비자여상품지간적관계규률。운용사회망락분석（ SNA）방법대허의교역적망락결구특정진행분석，수선，근거소비자적구후평개신식，종정체망시각분석상품여소비자지간적2-모급1-모망락결구특정；기차，이일개B2 C교역망참적모개판괴위실례，게시료군체망락적망락밀도、중심성、핵심-변연화결구등양화특정；최후，이용UCINET연건대기결과진행가시화전시。해방법대게시허의교역망락성원관계화결구특정제공료일충신적사로。
To analyze the network structure characteristics of virtual transactions can help to confirm the status of the network members and the relationship between consumers and goods .In this paper , the characteristics are analyzed with social network analysis .First, in perspective of a whole network , the structure characteristics of 2-mode and 1-mode network between consumers and goods are analyzed according to the consumers ’ post-pur-chase evaluation.Second, by taking one section of a B2C transaction website as an example, some quantitative characteristics including network density , centrality , and core-marginalization structure are revealed .Finally , the results are visually displayed with UCINET .