Research of Consumer Characteristics of E-commerce Based on Complex Network Theory

Complex network theory is put forward in following research to analyze the statistical parameters of network business statically in E-commerce area. Empirical Study is based on the data provided by an online shopping website and statistical parameters such as enterprise act degree and clustering coefficient is studied accordingly. Thus we found that E-commerce displays the power law and clustering as most complex networks. It's verified that the effect of customer nodes with high degree, so called as those customers with high loyalty, is important to develop new customer resources. Therefore we come to a conclusion that complex network theory is a feasible and effective tool for E-commerce company to deploy their business with the research of customer loyalty.