CHAPTER 6 CONCLUSION
6.2 Future Works
Being one of the pilot studies in the development of social network based decision support mechanism for electronic commerce, although the research has reached its aims, there were some unavoidable limitations. First, because of the time limit, this research was conducted only on a small size of population who were the users of Facebook.
Therefore, to generalize the results over different social network platforms, the study should have involved more participants from other social networks. Second, although some factors like degree centrality and social similarity used in proposed mechanisms can be acquired directly by analysing existing connections between users, the initial friendship data requires manual collection. To make the proposed system more feasible, an automatic friendship data collecting mechanism would be necessary. Third, post-purchase behavior may be important as purchase experience can play an important role when selecting items. As the proposed mechanisms cover three of five stages in consumer decision-making process, it would be a natural extension to include a feedback mechanism in proposed system frameworks so as to take purchase history into consideration.
75
APPENDIX Publication List
Journal Papers1. “Online Social Advertising via Influential Endorsers,” Y.-M. Li, Y.-L. Lee and N.-J. Lien, International Journal of Electronic Commerce, Vol. 16(3) 2012, pp.119-154, 2012. (SSCI)
2. “Pricing Peer-Produced Service: Quality, Capacity, and Competition Issues,”
Y.-M. Li and Y.-L. Lee, European Journal of Operational Research, Vol. 207 (3), pp.1658-1668, 2010. (SCI)
3. “Auditing and Provision Strategies of Utility Computing Service: A Game Theoretic Perspective,” Y.-M. Li and Y.-L., Lee, Journal of Information Management, Vol. 14 (S), pp.239-260, 2007. (TSSCI)
Conference Papers
1. “Designing A Social Support Mechanism for Online Consumer Purchase Decision Making”, Li, Y.-M., Yi-Lin Lee, 16th Pacific Asia Conference on Information Systems, Ho Chi Minh City, Vietnam, July, 2012 (forthcoming).
2. “Building Social Decision Support Mechanisms with Friend Networks”, Li, Y.-M., Yi-Lin Lee, Proc. 45th Hawaii International Conference on System Science (HICSS-45), Maui, Hawaii, USA, January, 2012.
3. “Economic Investigation of Peer Produced Services”, Y.-M. Li, Y.-L. Lee, Proc.
12th Pacific Asia Conference on Information Systems (PACIS 2008), pp.1526-1535, Suzhou, China, July, 2008.
4. “Agent-based Social Decision Mechanism For EC Service Quality Evaluation”, Y.-M. Li, Y.-L. Lee and C.-Y .Lai, 4th Proc. International Conference on Business and Information 2008 (BAI 2008), pp.1-9, CD-ROM:D4-545-1733-1-DR, Seoul, Korea, July, 2008.
5. “Pricing Web 2.0 Related Services: Peer Production”, Li, Y.-M., Y.-L. Lee, Proc.
9th International Conference on Electronic Commerce (ICEC 2007), pp.441-448, Minneapolis, USA, August, 2007.
6. “Auditing and Provision Strategies of Utility Computing Service: A Game Theoretic Perspective”, Lee, Y.-L. and Li, Y.-M., CD-ROM Proc. 9th
76
National Conference of Information Management for PhD, Kaohsiung City, Taiwan, April, 2007. (Best Paper Award)
77
REFERENCES
[1] Abdul-Rahman, A. and Hailes, S. Supporting Trust in Virtual Communities. In Proceedings of the 33rd Annual Hawaii International Conference on System Sciences, Maui, Hawaii, USA: IEEE, 2000, pp.1-9.
[2] Ahn, Y.-Y.; Han, S.; Kwak, H.; Moon, S. and Jeong, H. Analysis of Topological Characteristics of Huge Online Social Networking Services. In Proceedings of the 16th International Conference on World Wide Web, Alberta, Canada: ACM, 2007, pp.835-844.
[3] Amer-Yahia, S.; Roy, S. B.; Chawlat, A.; Das, G. and Yu, C. Group Recommendation: Semantics and Efficiency. In Proceedings of the VLDB Endowment, 2009, pp.754-765.
Evidence from Online Grocery Retailing. Quantitative Marketing and Economics, 5, 4(2007), 361-400.
[7] Beuker, I. Social Commerce Profit or Perish?, http://www.viralblog.com/social-commerce-2/infographic-social-commerce-pr ofit-or-perish/, Accessed May-09-2012.
[8] Bonacich, P. Power and Centrality: A Family of Measures. American Journal of Sociology, 92, 5(1987), 1170-1182.
[9] Borgatti, S. P. and Cross, R. A Relational View of Information Seeking and Learning in Social Networks. Management Science, 49, 4(2003), 432-445.
[10] Borgatti, S. P.; Mehra, A.; Brass, D. J. and Labianca, G. Network Analysis in the Social Sciences. Science, 323, 5916(2009), 892-895.
[11] Bushman, B. B. and Holt-Lunstad, J. Understanding Social Relationship Maintenance among Friends: Why We Don't End Those Frustrating Friendships.
Journal of Social and Clinical Psychology, 28, 6(2009), 749-778.
[12] Campo, R. A.; Uchino, B. N.; Holt‐Lunstad, J.; Vaughn, A.; Reblin, M. and Smith, T. W. The Assessment of Positivity and Negativity in Social Networks:
The Reliability and Validity of the Social Relationships Index. Journal of Community Psychology, 37, 4(2009), 471-486.
[13] Cheng, J. H.; Lee, C. M. and Tang, C. H. An Application of Fuzzy Delphi and Fuzzy Ahp on Evaluating Wafer Supplier in Semiconductor Industry. WSEAS Transactions on Information Science and Applications, 6, 5(2009), 756-767.
[14] Cheng, J. H. and Tang, C. H. An Application of Fuzzy Delphi and Fuzzy AHP for Multi-Criteria Evaluation on Bicycle Industry Supply Chains. WSEAS Transactions on Systems and Control, 4, 1(2009), 21-34.
[15] Chevaleyre, Y.; Endriss, U.; Lang, J. and Maudet, N. A Short Introduction to Computational Social Choice. Lecture Notes in Computer Science, 4362, 2007(2007), 51-69.
[16] Chi, L.; Holsapple, C. W. and Srinivasan, C. Competitive Dynamics in Electronic Networks: A Model and the Case of Interorganizational Systems.
International Journal of Electronic Commerce, 11, 3(2007), 7-49.
78
[17] Childers, T. L. and Rao, A. R. The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions. Journal of Consumer Research, 19, 2(1992), 198-211.
[18] Company, N. Global Advertising: Consumers Trust Real Friends and Virtual
Strangers the Most ,
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-tr ust-real-friends-and-virtual-strangers-the-most/, Accessed Jan-04-2012.
[19] Copas, J. B. Regression, Prediction and Shrinkage. Journal of the Royal Statistical Society, 45, 3(1983), 311-354.
[20] Crandall, D.; Cosley, D.; Huttenlocher, D.; Kleinberg, J. and Suri, S. Feedback Effects between Similarity and Social Influence in Online Communities. In Proceedings of the 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, Las Vegas, Nevada, USA: ACM, 2008, pp.160-168.
[21] Daly, E. M. and Haahr, M. Social Network Analysis for Routing in Disconnected Delay-Tolerant Manets. In Proceedings of the 8th ACM International Symposium on Mobile Ad Hoc Networking and Computing, Montreal, Quebec, Canada: ACM, 2007, pp.32-40.
[22] De Meo, P.; Nocera, A.; Terracina, G. and Ursino, D. Recommendation of Similar Users, Resources and Social Networks in a Social Internetworking Scenario. Information Sciences, 181, 7(2010), 1285-1305.
[23] Dekker, D.; Krackhardt, D. and Snijders, T. A. B. Sensitivity of Mrqap Tests to Collinearity and Autocorrelation Conditions. Psychometrika, 72, 4(2007), 563-581.
[24] Dembosky, A. Companies Embrace the F Word,
http://www.ft.com/intl/cms/s/0/4c880bb0-b933-11e0-b6bb-00144feabdc0.html
#axzz1tyxVOB4Y, Accessed Jan-03-2012.
[25] Deutsch, M. and Gerard, H. B. A Study of Normative and Informational Social Influences Upon Individual Judgment. The Journal of Abnormal and Social Psychology, 51, 3(1955), 629.
[26] Dillon, S. M. Descriptive Decision Making: Comparing Theory with Practice.
Unpublished manuscript, Department of Management Systems, University of Waikato, New Zealand, (1998).
[27] Eagle, N.; Pentland, A. and Lazer, D. Inferring Friendship Network Structure by Using Mobile Phone Data. Proceedings of the National Academy of Sciences, 106, 36(2009), 15274-15278.
[28] Fishburn, P. C. The Theory of Social Choice. Vol. 264: Princeton University Press, New Jersey, 1973.
[29] Fodness, D. and Murray, B. A Model of Tourist Information Search Behavior.
Journal of Travel Research, 37, 3(1999), 220-230.
[30] Freeman, L. C. Centrality in Social Networks Conceptual Clarification. Social Networks, 1, 3(1979), 215-239.
[31] Freeman, L. C. A Set of Measures of Centrality Based on Betweenness.
Sociometry, 40, 1(1977), 35-41.
[32] Ganesan, V. and Seiji, Y. Behavior-Based Web Page Evaluation. In Proceedings of the 2006 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology Workshops, Hong Kong, China:
IEEE, 2006, pp.409-412.
[33] Golbeck, J. and Hendler, J. Filmtrust: Movie Recommendations Using Trust in Web-Based Social Networks. In Proceedings of the 3rd IEEE Consumer
79
Communications and Networking Conference, Las Vegas, Nevada, USA, 2006, pp.282-286
[34] Hsu, H.-M. and Chen, C.-T. Aggregation of Fuzzy Opinions under Group Decision Making. Fuzzy Sets and Systems, 79, 3(1996), 279-285.
[35] Hsu, Y.-L.; Lee, C.-H. and Kreng, V. B. The Application of Fuzzy Delphi Method and Fuzzy Ahp in Lubricant Regenerative Technology Selection.
Expert Systems with Applications, 37, 1(2010), 419-425.
[36] Huffaker, D. Dimensions of Leadership and Social Influence in Online Communities. Human Communication Research, 36, 4(2010), 593-617.
[37] Ibarra, H. and Andrews, S. B. Power, Social Influence, and Sense Making:
Effects of Network Centrality and Proximity on Employee Perceptions.
Administrative Science Quarterly, 38, 2(1993), 277-303.
[38] Iyengar, R.; Van den Bulte, C.; Valente, T. W. and Institute, M. S. Opinion Leadership and Social Contagion in New Product Diffusion: Marketing Science Institute, 2008.
[39] Kameda, T.; Ohtsubo, Y. and Takezawa, M. Centrality in Sociocognitive Networks and Social Influence: An Illustration in a Group Decision-Making Context. Journal of Personality and Social Psychology, 73, 2(1997), 296.
[40] Kaplan, M. F. and Miller, C. E. Group Decision Making and Normative Versus Informational Influence: Effects of Type of Issue and Assigned Decision Rule.
Journal of Personality and Social Psychology, 53, 2(1987), 306.
[41] Kendall, M., Ranking Correlation Methods. 1970, Griffin, London.
[42] Kilduff, M. and Tsai, W. Social Networks and Organizations: Sage Publications, 2003.
[43] Killeya-Jones, L. A.; Nakajima, R. and Costanzo, P. R. Peer Standing and Substance Use in Early-Adolescent Grade-Level Networks: A Short-Term Longitudinal Study. Prevention Science, 8, 1(2007), 11-23.
[44] Kim, Y. A. and Srivastava, J. Impact of Social Influence in E-Commerce Decision Making. In Proceedings of the 9th International Conference on Electronic Commerce, Minneapolis, Minnesota, USA: ACM, 2007, pp.293-302.
[45] Kotler, P. Marketing Management: Analysis, Planning, Implementation, Control. 9th ed: Prentice Hall, 1997.
[46] Krackhardt, D. Predicting with Networks: Nonparametric Multiple Regression Analysis of Dyadic Data. Social Networks, 10, 4(1988), 359-381.
[47] Krienen, F. M.; Tu, P.-C. and Buckner, R. L. Clan Mentality: Evidence That the Medial Prefrontal Cortex Responds to Close Others. The Journal of Neuroscience, 30, 41(2010), 13906-13915.
[48] Labianca, G.; Brass, D. J. and Gray, B. Social Networks and Perceptions of Intergroup Conflict: The Role of Negative Relationships and Third Parties.
Academy of Management Journal, 41, 1(1998), 55-67.
[49] Latané, B. Dynamic Social Impact: The Creation of Culture by Communication.
Journal of Communication, 46, 4(1996), 13-25.
[50] Latane, B. The Psychology of Social Impact. American Psychologist, 36, 4(1981), 343-356.
[51] Leenders, R., Longitudinal Behavior of Network Structure and Actor Attributes:
Modeling Interdependence of Contagion and Selection, in Evolution of Social Networks. 1997. p. 165-184.
80
[52] Li, Y. M.; Lee, Y. L. and Lien, N. J. Online Social Advertising Via Influential Endorsers. International Journal of Electronic Commerce, 16, 3(2012), 119-154.
[53] Li, Y. M. and Shiu, Y. L. A Diffusion Mechanism for Social Advertising over Microblogs. Decision Support Systems, In press, (2012).
[54] MacLean, A.; Young, R. M.; Bellotti, V. M. E. and Moran, T. P. Questions, Options, and Criteria: Elements of Design Space Analysis. Human–Computer Interaction, 6, 3-4(1991), 201-250.
[55] Manski, C. F., Economic Analysis of Social Interactions. 2000, National Bureau of Economic Research.
[56] Morita, M. and Shinoda, Y., Information Filtering Based on User Behavior Analysis and Best Match Text Retrieval, in Proceedings of the 17th Annual International ACM SIGIR Conference on Research and Development in information Retrieval. 1994, Springer-Verlag, New York: Dublin, Ireland. p.
272-281.
[57] Murray, K. B. A Test of Services Marketing Theory: Consumer Information Acquisition Activities. The Journal of Marketing, 55, 1(1991), 10-25.
[58] Murray, T.; Pipino, L. and Van Gigch, J. A Pilot Study of Fuzzy Set Modification of Delphi. Human Systems Management, 5, 1(1985), 76-80.
[59] Nemeth, C. J. Differential Contributions of Majority and Minority Influence.
Psychological Review, 93, 1(1986), 23-32.
[60] Noorderhaven, N. G. Strategic Decision Making: Addison Wesley, 1995.
[61] Nowak, A.; Szamrej, J. and Latané, B. From Private Attitude to Public Opinion:
A Dynamic Theory of Social Impact. Psychological Review, 97, 3(1990), 362-376.
[62] Nowak, A. and Vallacher, R. R. Information and Influence in the Construction of Shared Reality. IEEE: Intelligent Systems, 20, 1(2005), 90-93.
[63] O'Donovan, J. and Smyth, B. Trust in Recommender Systems. In Proceedings of the 10th International Conference on Intelligent User Interfaces, San Diego, California, USA: ACM, 2005, pp.167-174.
[64] Otte, E. and Rousseau, R. Social Network Analysis: A Powerful Strategy, Also for the Information Sciences. Journal of Information Science, 28, 6(2002), 441-453.
[65] OTXResearch. Engaging Consumers Online-the Impact of Social Media on
Purchasing Behavior,
http://174.133.170.120/files/DEIStudy-Engaging%20ConsumersOnline-Summ ary.pdf, Accessed Mar-29-2012.
[66] Pagel, M. D.; Erdly, W. W. and Becker, J. Social Networks: We Get by with (and in Spite of) a Little Help from Our Friends. Journal of Personality and Social Psychology, 53, 4(1987), 793.
[67] Pfeffer, J.; Salancik, G. R. and Leblebici, H. The Effect of Uncertainty on the Use of Social Influence in Organizational Decision Making. Administrative Science Quarterly, 21, 2(1976), 227-245.
[68] Rashotte, L., Social Influence, in The Blackwell Encyclopedia of Social Psychology, Ritzer, G., Editor. 2007, Blackwell Publishing: Malden, Massachusetts, USA. p. 4426-4429.
[69] Richarme, M., Consumer Decision-Making Models, Strategies, and Theories, Oh My!, in Decision Analyst. 2005.
[70] Robins, G.; Pattison, P. and Elliott, P. Network Models for Social Influence Processes. Psychometrika, 66, 2(2001), 161-189.
81
[71] Saaty, T. L. and Shang, J. S. Group Decision-Making: Head-Count Versus Intensity of Preference. Socio-Economic Planning Sciences, 41, 1(2007), 22-37.
[72] Sen, A. The Possibility of Social Choice. The American Economic Review, 89, 3(1999), 349-378.
[73] Sen, A. Social Choice Theory: A Re-examination. Econometrica: Journal of the Econometric Society, 45, 1(1977), 53-89.
[74] Simon, H. A. A Behavioral Model of Rational Choice. The Quarterly Journal of Economics, 69, 1(1955), 99-118.
[75] Steegenga, W. and Forge, S. Ibm Study Finds Social Networks Influence More Than Half of Shoppers' Decision-Making - Even in the Store, http://www-03.ibm.com/press/uk/en/pressrelease/35340.wss#release,
Accessed Jan-30-2012.
[76] Streeter, C. L. and Gillespie, D. F. Social Network Analysis. Journal of Social Service Research, 16, 1(1993), 201-222.
[77] T.Reis, H.; Collins, W. A. and Berscheid, E. The Relationship Context of Human Behavior and Development. Psychological Bulletin, 126, 6(2000), 844-872.
[78] Tsai, W. and Ghoshal, S. Social Capital and Value Creation: The Role of Intrafirm Networks. Academy of Management Journal, 41, 4(1998), 464-476.
[79] Uchino, B. N.; Holt-Lunstad, J.; Uno, D. and Flinders, J. B. Heterogeneity in the Social Networks of Young and Older Adults: Prediction of Mental Health and Cardiovascular Reactivity During Acute Stress. Journal of Behavioral Medicine, 24, 4(2001), 361-382.
[80] Uinversity, P. Wordnet: A Large Lexical Database of English, http://wordnet.princeton.edu/, Accessed 12-May-2012.
[81] Uno, D.; Uchino, B. N. and Smith, T. W. Relationship Quality Moderates the Effect of Social Support Given by Close Friends on Cardiovascular Reactivity in Women. International Journal of Behavioral Medicine, 9, 3(2002), 243-262.
[82] Vaidya, O. S. and Kumar, S. Analytic Hierarchy Process: An Overview of Applications. European Journal of Operational Research, 169, 1(2006), 1-29.
[83] Von Neumann, J.; Morgenstern, O.; Rubinstein, A. and Kuhn, H. W. Theory of Games and Economic Behavior: Princeton University Press, 2007.
[84] Zagenczyk, T. J.; Scott, K. D.; Gibney, R.; Murrell, A. J. and Thatcher, J. B.
Social Influence and Perceived Organizational Support: A Social Networks Analysis. Organizational Behavior and Human Decision Processes, 111, 2(2010), 127-138.
[85] Zhang, H. and Dantu, R. Predicting Social Ties in Mobile Phone Networks. In Proceedings of the 2010 IEEE International Conference on Intelligence and Security Informatics, Vancouver, British Columbia, Canada: IEEE, 2010, pp.25-30.
[86] Zhang, J.; Hsee, C. K. and Xiao, Z. The Majority Rule in Individual Decision Making. Organizational Behavior and Human Decision Processes, 99, 1(2006), 102-111.
[87] Ziegler, C. N. and Golbeck, J. Investigating Interactions of Trust and Interest Similarity. Decision Support Systems, 43, 2(2007), 460-475.