A General Evolution Mechanism Model for E-Commerce Network

A General Evolution Mechanism Model for E-Commerce Network

Zhihong Tian (Beijing Jiaotong University, China), Zhenji Zhang (Beijing Jiaotong University, China) and Xiaolan Guan (Beijing Institute of Graphic Communication, China)
DOI: 10.4018/978-1-4666-8133-0.ch004


In order to investigate the general formation of e-commerce market network, this chapter describes an analytical framework and builds an innovative model for explaining the evolutionary process, with several original factors—growth factor, select-order factor, preferential attachment mechanism, and global-local factor. The research reveals that the attraction mechanism impacts evolutionary trend and network structure to some extent, and also reveals that the global-local factor and select-order factor impact the evolutionary structure of the network: the smaller the probability, the smaller the concentration of networks and the more obvious the randomness is.
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Characteristic Indexes Of Complex Network

Scale-Free Network

One of the most important properties of real world self-organized networks is their scale-free property, including the World Wide Web (Adamic & Huberman, 2000), Internet (Faloutsos et al., 1999), market investments (Garlaschellia, et al., 2005) and so on.

A network with the scale-free property follows the power-law distribution p(k)~k, which means most nodes in the network will have a few links and a few nodes will have a large number of links (Barabasi & Albert, 1999). Here, the degree k means the number of links of a given node. The latter ones can be named hub nodes. This may result in a high dependency on the hub nodes. The most important exponent γ of the power function represents the characteristic and shape of the network topology. If the exponent γ is small, a few hubs dominate the network. As many empirical studies and numerical simulations of the network evolution have shown, the exponent γ of the node degree frequency distribution of these networks ranges between 2 and 3. The emergence of the power-law degree distribution has been traced back to two mechanisms. First, most networks grow through the addition of new nodes, that link to nodes already present in the system. Second, most real networks exhibit preferential attachment, i.e..

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