雅虎！奇摩拍賣之人際網路拓撲分析

本論文使用拓撲分析來探討雅虎！奇摩拍賣中交易關係所構成的人際網路。我們利用自行撰寫的程式收集雅虎！奇摩拍賣網站中的歷史交易資料，藉以發掘出交易者彼此的交易關係。在本研究中，我們隨機選出雅虎！奇摩拍賣中30個不同的拍賣商品類別來進行人際網路拓撲分析。分析結果顯示了雅虎！奇摩拍賣社群中同時具有「小世界網路」及「無尺度網路」的特性，另外藉由這些特性，我們也發現了當前拍賣社群中的交易關係除了C2C的拍賣交易模式外，B2C的交易模式也在線上拍賣中隱約呈現。此研究可以為拍賣社群人際網絡結構以及線上拍賣相關後續研究之參考。

關鍵字

小世界網路；無尺度網路；線上拍賣

並列摘要

In this research, we analyzed the social network topology of Yahoo! Kimo Auction. We took the members of Yahoo! Kimo Auction as the research target and developed a program to collect the historical records of trades between bidders and auctioneers. First of all, we randomly sampled 30 different merchandise categories for topology analysis. Then, we analyzed the auction networks and confirmed the presence of the small-world and scale-free properties, respectively. Moreover, we also found some trading behaviors of B2C model in the auction community besides the supposed C2C one. Our analytical results could help researchers to understand the social networks of auction communities and to develop other related research about online auctions.