Do Social Networks Improve eCommerce A Study on Social社会网络完善电子商务社会学.pptVIP

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Do Social Networks Improve eCommerce A Study on Social社会网络完善电子商务社会学.ppt

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* Why the Orkut comparison? Mention who gave us the Orkut data MPI SWS, Alan and Peter * * * Compute 90%, 10% percentiles * This is a promising direction, you could implement this other places. Facebook marketplace. * Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB Current Lab @ UCSB GAYATRI SWAMYNATHAN, CHRISTO WILSON, BRYCE BOE, KEVIN ALMEROTH AND BEN Y. ZHAO UC SANTA BARBARA Do Social Networks Improvee-Commerce?A Study on Social Marketplaces * Current Lab @ UCSB Leveraging Online Social Networks Online communities in the Web 2.0 era Facebook – ~90 million users Myspace – ~110 million users Orkut – ~60 million users Question: can friends-of-friends networks be leveraged outside social networks? Examples Internet Search Spam Filtering Online marketplaces…? Enhanced reputation systems Sybil Protection * Current Lab @ UCSB What’s Wrong With Online Marketplaces? Man arrested in huge eBay fraud – MSNBC 2003 /id/3078461/ eBay urged to tackle fraud better – BBC 2006 http://news.bbc.co.uk/1/hi/uk/4749806.stm Fraud abroad remains uphill battle for eBay – CNET 2008 /Fraud-abroad-remains-uphill-battle-for-eBay/2100-7348_3-6233893.html Tacoma woman’s house emptied after Craigslist hoax – The Seattle Times 2007 /html/localnews/2003652872_webhouse05m.html Escrow fraud ruining Craigslist? – ZDNet 2008 /threatchaos/?p=519 Bottom Line – Online markets plagued by fraud Feedback-based reputation systems ineffective * Current Lab @ UCSB Social Marketplaces and O Online marketplaces that incorporate social networks Hypothesis: transactions with social friends will have higher satisfaction. Are people actually using this capability? Measure transaction volume vs. path length Do social networks actually improve satisfaction? Measure satisfaction vs. path length Overstock Auctions Started in 2004 Similar to eBay Buyers leave feedback after e