Enhancing Network Auction Rating by Social Network Analysis of Weblogs

• Main Authors: Ching Chih Wei, 景植威
• Other Authors: Huang Su Hsien
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/74058375393354345977

碩士 === 明新科技大學 === 資訊管理研究所 === 100 === Feedback rating of network auction indicates the buyer satisfaction for network trading. The rating represents the trust of the buyer to auction seller and influences others‟ purchase to the same seller. Compare to physical channel of trading, virtual channel likes network auction exists massive forges and frauds. For example, rating cheating or create numerous unrelated ratings to confuse buyers. Therefore, Word of Mouth (WOM) brings the rating to be worth referencing into an emergent issue. Weblogs has personalized representation with multimedia and influences deeply for online WOM. For example, the famous blogger in centrality of social network contains influential impact for the online WOM. This research extracts social network factors from the bloggers and provides the corresponding ratings of these bloggers to auction buyers hence strengthen the accuracy of auction rating. The subjects of this research are Yahoo Auction and Wretch Weblogs. First, to identify the bloggers and auction users, this research adapts two account comparison methods, Edit distance and Jaro Winkler distance, for similar accounts in weblogs and network auction. Second, UCINET and NETDRAW are adapted as social network analysis tools to analyze social network relationship and extract key indicators to define the role in social network. Finally, these factors are integrated to further enhance auction rating.