A study on relational analysis of purchasing items of on-line shopping mall based on social network analysis
사회연결망분석에 의한 온라인 쇼핑몰의 구매품목 관계 분석에 대한 연구

Byoung-Kug Kim, Seok-Bong Jeong, Ki-Seok Kwon
2013 Journal of Digital Convergence  
This study focuses on the analysis of purchased items' relationship occurred by consumers' purchasing behavior observed in on-line shopping mall based on social network analysis. In order to find relational characteristics of each item for establishing marketing strategy, we apply three definitions of centrality in network, which are degree centrality, betweenness centrality, and closeness centrality in the purchased items' network. Thus, the research results provide the criteria for selection
more » ... eria for selection of market segmentation variables. Furthermore, the details of case has been introduced to validate the analyzed results in terms of marketing strategy, and supporting evidences are provided accordingly.
doi:10.14400/jdpm.2013.11.11.209 fatcat:hcwaeshh6vhyddvsnvbjbhsdgy