CAJ | 학술논문

随着电子商务企业的快速发展，羊群效应现象逐步显现。文章运用数理统计的特征和指标，从某电子商务网站对最佳商户的评定结果入手，定量分析和描述电子商务运营中的羊群效应现象，并以一致性特征、非泊松分布特征、突增性特征、同质连续性特征四个指标对此进行分析。其中一致性、同质连续性呈现出了羊群效应成员参与的群体特征；非泊松分布、突增性呈现出了羊群效应产生形成的过程特征。研究结果表明，会员级别、性别、消费额度、拥有粉丝数、撰写点评数、发表主题贴数均不会对商户的星级打分造成显著影响；以天、周、月为周期的前来点评的次数不服从Poisson分布；在观察期的20%时间点位前后，出现了人数突增情况；同质连续性占比和相近连续性占比两个指标均十分明显。
수착전자상무기업적쾌속발전，양군효응현상축보현현。문장운용수리통계적특정화지표，종모전자상무망참대최가상호적평정결과입수，정량분석화묘술전자상무운영중적양군효응현상，병이일치성특정、비박송분포특정、돌증성특정、동질련속성특정사개지표대차진행분석。기중일치성、동질련속성정현출료양군효응성원삼여적군체특정；비박송분포、돌증성정현출료양군효응산생형성적과정특정。연구결과표명，회원급별、성별、소비액도、옹유분사수、찬사점평수、발표주제첩수균불회대상호적성급타분조성현저영향；이천、주、월위주기적전래점평적차수불복종Poisson분포；재관찰기적20%시간점위전후，출현료인수돌증정황；동질련속성점비화상근련속성점비량개지표균십분명현。
With the rapid development of e-commerce enterprises, herding phenomenon gradually revealed. Using the characteristics and indicators of mathematical statistics and adopting the data of an e-commerce site to assess the results of the best businesses , this paper attempts to quantitatively analyze and define the herding phenomenon in the e-commerce business operations. Consistency and homo-geneous continuity features show the members' characteristics participating in herding and non-Poisson distribution and sudden increase features show the formation process of herding. The results show that the membership level, gender, amount of consumer, number of fans, and number of writing topics will not cause a significant impact on the merchant's score. The number of reviews wrote with days, weeks, months as the time period disobeys Poisson distribution. At 20% of the time points before and after the formation process, the sudden increase feature appeared. Homogeneous continuity and similar continuity are very obvious.