电子商务翻译
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E-commerce (electronic commerce or EC) is the buying and selling of goods and services on the Internet, especially the World Wide Web. In practice, this term and a newer term, e-business, are often used interchangably. For online retail selling, the term e-tailing is sometimes used.电子商务(电子商务或电子商务)是购买和出售的商品和服务在互联网,特别是万维网上的。
在实践中,这项和一个新的术语,电子商务,往往交替使用。
网上零售,电子零售的术语有时用。
E-tailing or The Virtual Storefront and the Virtual Mall网上或虚拟商店和虚拟商店As a place for direct retail shopping, with its 24-hour availability, a global reach, the ability to interact and provide custom information and ordering, and multimedia prospects, the Web is rapidly becoming a multibillion dollar source of revenue for the world's businesses. A number of businesses already report considerable success. As early as the middle of 1997, Dell Computers reported orders of a million dollars a day. By early 1999, projected e-commerce revenues for business were in the billions of dollars and the stocks of companies deemed most adept at e-commerce were skyrocketing. Although many so-called dotcom retailers disappeared in the economic shakeout of 2000, Web retailing at sites such as , , and continues to grow.作为一个直接的零售购物,其24小时供应,全球性的,互动的能力,并提供自定义信息和订购,和多媒体,网络正在迅速成为一个数十亿美元的收入来源,为全球的企业。
电子商务(Electronic Commerce/Electronic Business,简称为E-Commerce/E-Business)的概念有广义和狭义之分。
狭义的电子商务主要是指利用因特网(Internet)进行的商务活动。
而广义的电子商务指所有利用电子工具从事的商务活动,如市场分析、客户联系、物资调配等。
这些商务活动可以发生于公司内部、公司之间及公司与客户之间。
电子商务作为一种新的商务形式具有一些明显的特征,总结起来有以下几点:商务性低成本电子化服务性集成性可扩展性安全性电子商务对社会生产和商贸产生巨大影响①低成本扩张。
②批量生产时代的终结。
③建立顾客忠诚度。
电子商务对消费产生巨大影响①消费者主权时代②基于信息的消费③资源节俭型消费④个性化消费电子商务对经济政策的影响①对税收政策影响巨大。
②对货币政策影响。
③对劳动力政策影响。
早期电子商务工具:电报电话传真电视智能卡EDI软件、EDI硬件系统和EDI通信网络是构成EDI系统的三要素:(1)EDI软件①转换软件②中间文件③翻译软件④通信软件(2)EDI硬件系统①计算机②调制解调器③通信线路(3)EDI通信网络EDI通信网络有两种形式:直接连接和增值网络。
EDI的特点:①EDI的使用对象是不同的组织之间。
②EDI所传送的资料是一般业务资料,如发票、订单等,而不是指一般性的通知。
③采用共同标准化的格式,这也是与一般E-mail 的区别,如联合国EDIFACT标准。
④尽量避免人工的介入操作,由收送双方的计算机系统直接传送、交换资料。
⑤与传真或电子邮件的区别是:传真与电子邮件需要人工的阅读判断处理才能进入计算机系统。
人工将资料重复输入计算机系统中,既浪费人力资源,也容易发生错误,而EDI不需要再将有关资料人工重复输入系统。
使用EDI的好处:①降低纸张使用成本。
②提高工作效率。
③节省库存费用。
④减少错误数据处理。
⑤节省人员费用。
⑥其他效益。
现代电子商务:我们把主要基于因特网的商务活动称为现代电子商务。
电子商务英语的英汉与汉英翻译Lead-in:电子商务是互联网的产物。
互联网的本质是一个巨大的且不断发展的全球计算机网络。
据估计,目前连接到互联网上的用户已超过5亿,在世界范围内有超过9千万台的互联网主机,从而使在线交易和有效信息量显著增长。
在世界贸易组织关于电子商务的工作组中,电子商务被理解为:采用电子化的方式进行生产、分销、营销、销售或交付货物以及服务。
广义上讲,电子商务包含了电子化媒介或网络,实质上是通过互联网完成的各种商业交易。
电子商务是进行商业交易的一种新途径。
从商业观点来看,电子商务不仅仅局限于商品的购买。
除电子邮件和其他交流平台外,它还包括一个公司可以通过网络提供给顾客的所有信息或服务,从售前信息到售后服务和支持。
电子商务能通过时间和程序方面的效率提高来降低交易费用,从而降低总成本。
(改编自《电子商务英语》,北京大学出版社) Electronic Commerce is the product of the Internet. The Internet is basically a vast and ever increasing network of computers across the globe. It is estimated that the number of persons connected to the Internet today has surpassed 500 million, and there are over 90 million Internet hosts world-wide, facilitating a dramatic increase in the volume of trade and information available online.In the World Trade Organization (WTO) Work Group on Electronic Commerce, it is understood to mean: the production, distribution, marketing, sale or delivery of goods and services by electronic means. Broadly defined, electronic commerce includes an electronic medium or network. It essentially refers to all kinds of commercial transactions that are concluded over the Internet. Electronic Commerce is a new way of doing business.From a business point of view, e-commerce is not limited to the purchase of commodities. Besides e-mail and other communication platforms, it includes all information or services that a company may offer to its customers over the Net, from pre-purchase information to after-sale service and support. E-commerce can reduce transaction costs by increasing efficiency in the use of time and procedures, and thus lowering total costs.Model Essay:W eb BusinessIn the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. (1) More recently, as the Web proved to be more than a fashion, companies have started to buy and sell products and services with one another. Such business to business sales make sense because business people typically know what product they’re looking for.Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. (2) “Businesses need to feel they can trust the pathway between them and the supplier,”(3) says senior analyst Blane Erwin of Forrester Research. Some companies are limiting the risk by conducting online transaction s only with established business partners who are given access to the company’s private intranet.(4)Another major shift in the model for Internet commerce concerns the technology available for marketing. (5) Until recently, Internet marketing activities have focused on strategies to “pull”customers into sites. In the past year, however, software companies have developed tools that allow companies to “push”information directly out to consumers, transmit ting marketing messages directly to target ed customers. (6) Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscriber s’computer monitor s. Subscribers can customize the information they want to receive and proceed directly to company’s Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offering s, or other events. But push technology has earned the contempt of many Web users. (7) Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. (8) Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fade s. (9) That’s a prospect that horrifies Net purist s.But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money. The examples of Virtual Vineyards, , and other pioneers show that a Web site selling the right kind of products with the right mix of interactivity, hospitality, and security will attract online customers. And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop in silicon. People looking back5 or 10 years from now may well wonder why so few companies took the online plunge.(摘自《商务英语翻译教程(笔译)》,中国水利水电出版社)Notes:1.web business 网上交易补充:web-surfing 网上冲浪web page 网页website 网站2.revolve around 围绕着例:Their troubles revolve around money management. 他们的麻烦围绕着金钱管理。
*所谓电子商务EC ( Electronic Commerce ),通俗的说,就是在网上开展商务活动——当企业将他的主要业务通过企业内部网(Intranet)、外部网(Extranet)以及(Internet)与企业的职员、客户、供应商以及合作伙伴直接相连时,其中发生的各种活动就是电子商务。
*最基本的方法是按电子商务的交易对象来分类:1.企业对企业的电子商务(B to B)2.企业对消费者的电子商务(B to C)3.企业对政府的电子商务(B to G)4.消费者对消费者的电子商务(C to C)B- Business C- Consumer G- Government*按电子商务处理过程中,可将商务分为: 1.企业内部商务 2.企业间商务3.企业与消费者之间商务*按照商务活动的内容分类:1.间接电子商务—有形货物的电子订货和付款。
2.是直接电子商务—无形货物和服务,如某些计算机软件、娱乐产品的联机订购、付款和交付,或者是全球规模的信息服务。
*电子商务解决方案的复杂性分类:1.网上黄页 2.简单电子商务解决方案 3.完整的电子商务解决方案*按照使用网络的类型分类:1. EDI网络电子商务2.因特网(Internet)电子商务 3.内联网(Intranet)电子商务*电子商务的特性:1.商务性2.服务方便性3.安全性4.集成性 (新、老技术的集成、事务处理规范性)5.可扩展性6. 协调性(雇员、客户、生产方、商务伙伴)*电子商务的功能:1.广告宣传2.咨询洽谈3.网上订购4.网上支付5.物流服务6. 意见征询7. 交易管理*.电子商务发展的两个阶段:(1)60年代—90年代:基于EDI 的电子商务(2)90年代以来:基于国际互联网的电子商务*电子商务在国内的发展:1993年,开始组织实施了金关、金卡、金税等“三金工程”。
1994年10月“亚太地区电子商务研讨会”在京召开。
1997年4月中国商品订贷系统(CGOS)开始运行。
最新版电子商务英语课程翻译unit1Unit1 getting to know e-business Text BClassification of e-business电子商务的分类A common classification of e-business is by the nature of the transactions or the1relationship among participants . The following types of e-business are commonly distinguished .电子商务常见的分类是根据交易的性质或参与者之间的关系。
以下类型的电子商务通常是有区别的。
Business -to-business (b2b) . All of the participants in b2b are eitherbusinesses or other organizations . For example, several of Dell’s and Marks Spencer’s applications involve b2b with their suppliers . Today, over 85 percent of EC volume is b2b .企业对企业的电子商务。
所有的参与者在b2b企业或其他组织。
例如,戴尔和玛莎百货的一些应用包括b2b和他们的供应商。
今天,超过85%的电子商务交易量是b2b。
Business-to-Consumer(B2C). Business-to-consumer(B2C)includes retail transactions of products or services from business to individual shoppers. The typical shopper at dell online or at is a consumer or customer. This type is also called e-tailing.企业对消费者(B2C)。
电子商务英语词汇1、电子商务 Electronic Commerce (E-commerce)2、电子邮件 E-mail3、电子数据交换 Electronic Data Interchange (EDI)4、电子公告板 Electronic Bulletin Board5、电子金融 Electronic Commerce, Electronic Finance6、电子咨询 Electronic Consulting7、电子签名 Electronic Signature8、电子安全 Electronic Security9、电子支付 Electronic Payment10、电子商务市场 E-commerce Marketplace11、网络营销 Online Marketing12、网络调查 Web Survey13、网络广告 Web Advertising14、网络贸易 Web Trading15、网络银行 Internet Banking16、网上商店 Online Store/Shop17、网络消费者 Web Consumer18、网络采购 Web Procurement19、网络数据 Web Data20、网络服务 Web Service商务英语的词汇特征商务英语,作为一种专门用途英语,与日常英语在词汇使用上有显著区别。
本文将详细探讨商务英语的词汇特征。
一、专业术语的使用商务英语中大量使用专业术语,这些术语具有高度的精确性和专业性。
例如,“国际贸易”(International Trade)、“股票市场”(Stock Market)、“供应链管理”(Supply Chain Management)等,这些词汇在其他类型的英语中可能较少使用或含义完全不同。
二、缩写和简写词的使用在商务英语中,常常使用缩写和简写词以提高沟通效率。
例如,“GDP”(国内生产总值)、“CEO”(首席执行官)、“FYI”(供参考)等。
Electronic commerceElectronic commerce, or the electronics trade, or the electronic business is regarded as a new kind of rising business model which will bring about profound influence on social economy. And it can be said as the important function in the social development of the world-wide locations. It represents the current of the world trade in late of 21 centuries.1). What is the electronic commerce?Electronic commerce point is through the teleportation method to carry on the business data's exchange with the numerical form and on-line business ually, electronic commerce can be divided into dichotomous layers:The first is a low level electronic commerce, namely electronic business intelligence report, the electronic bargain and electronics contract.The second one is a high electronic commerce, including all kinds of business activities which ask for helping Internet's be engaged ins, from searching the customer, the business negotiation, order, on-line payment,the electronics invoice, going to the electronics to pay customs duties, the electronics pay tax, all of these are engaged in the Internet.The electronic commerce means that all trades with the realization electronical.It has the following characteristics:①Fair freedom, the ②is efficiently, globalization of ③, the conjecture of ④ turn, interaction of ⑤ , ⑥ independence, ⑦ humanization service.Making use of the electronic commerce, customer and provider can contact in the global scope mutually closely and conveniently. As a result the customers can find out their satisfy demanding ideals to provide the goods to the company from each corner in the world. The electronic commerce will change the environment that the business enterprise competes mutually, lower under the residing in the market structure of tradition is high not of cost. trade the cost low and easy to entered person's market and governments to encourage to use Internet( tax-free) to activate the electronic commerce, push its start 伊to start to develop then and quickly. Predict according to the expert, to 2000, the whole world electronic commerce will attain the scale of USD 300,000,000,000.But it has already exceeded this scale.For insuring the safety of the electronic commerce, should build up the electronicscertificate center. The numerical ID card uses to the definite evidence body.The numerical ID card issues to entrust to the third square, namely an authorization machineThe organ carry out, it includes the holder to identify the information( name, address, the contact method, the ID card serial number), both parties pooling key of secret , term of validity, password and the authorization organizations to identify information etc..Make use of the numerical ID card, trade the both parties and can insure to identify another one square's body, and definite evidence another the information that a square send out has not yet to change.2). the influence that the electronic commerce may produceCompared with the traditional business, the electronic commerce has the following advantage:* Overlay the scope wide:A network system that combines Internet, intranet( the area net of the bureau of the business enterprise inner part) and extranet( the business enterprise exterior network)s make buyer, selling party, manufactory and it cooperate colleague can in the world of scope contact and deliver the business intelligence report and documents expediently mutually.* The function is well-found: In the electronic commerce, different from the customer of different layer can carry out bargain target of different category, for example, release the business intelligence report, on-line negotiation, the electronics payment and build up virtual market and on-line bank etc.s.* Usage the convenience is vivid: According to Internet, the electronic commerce is free from the restrict that the specialized data exchanges the agreement.Can use personal calculator of any type, at in the world any location, carry on the bargain expediently on the calculator screen.* The cost is low:Make use of the electronic commerce, the expenditure that can cut down to used for expenses and international trips that employs the employee, the maintenance warehouse and shop front and mail consumedly. The expenses that uses Internet is very low. The electronic commerce will bring about important influence on social economy:* The electronic commerce will change the people the behavior method that adopt habitually in the business activity. Pass the network, the people can enter the virtual store ofperson, browsing every where, choose their interested in thing, and enjoy various on-line service. On the other hand, company's house can pass the network and the consumer contacts, deciding to purchase the product( category and quantity) to combine the close book.The government organ can carry on the electronics invitation to bid and government purchases through a network.* The core of the electronic commerce is a person.It is a social system.The on-line store changed the people's daily life method, full body now the consumer is in independent power in the bargain.* The electronic commerce change business enterprise produces the way of the product.Pass the network, the manufactory direct understanding market need, and arrange the production according to the demand of the consumer.* The electronic commerce raised the trade efficiency biggest, can remove in the center link;The biggest limit lowers the sale cost.Produce the arrangement can carry out" the small batch quantity adds the species diverse", but" zero stocks"s become realistic.* The electronic commerce calls the bank service reform.Be like the on-line bank, on-line cash card and credit card, on-line close book, electronics invoice, the electronics" cash"s- hour of the consumer purchase any further need not actual cash- these new the concept will become realistic.* The electronic commerce will change the government behavior.So-called" on-line government", an on-line administration management organization is exertive the important function of the social outlet, keep order and fair, fish for and smash on-line cheat.3). the present condition of the flourishing and national electronic commerce 90's in 20 centuries middle, Internet experiences the development of explode the type, the tiny machine enters ten thousand of person's thousand, the calculator network has already become people's daily life in the necessary part.People the in hopes of calculator network brings more advantages and convenience.The electronic commerce emerge with the tide of the times.At flourishing nation, actual applied policy of the government well timed establishment push electronic commerce, occupy the predominant position in newly a competition of scope of world.The electronic commerce of the United States controls the trade of world.Currently, thereare 60,000,000 customers of Internet in the United States.98% buys the manager above on-line look for the target.According to the estimate of, to 2002, of the American business enterprise pass the value that the electronic commerce completes the trading post to involve and will have 6.1% an of GDP 《wealth 》the covariance enunciation of the magazine,500 strong companies in world all open the on-line business of exhibition.The IBM accepts the person's 25%( about USD 20,000,000,000) to have something to do with electronic commerce.Had the electronic commerce luckily, make the IBM save the expenditure of USD 250,000,000 in 1999.4). the development of the Chinese electronic commerceThe development of the Chinese government and civil electronic commerce begins from 1993.Today, the electronic commerce has already been apply in foreign trade, maritime customs, finance and business realm.Peking and Shanghai has already built up the native electronic commerce frame.Some electronic commerce Web addresses have already openned to the on-line shopping and on-line close book.Though do all these effort, China open the company of the exhibition electronic commerce to suffer the loss in one business of C( the B department points the business, C the department points the consumer) of one to of its Bosomed Chinese experts love this shopping habit that attributes to the Chinese- Chinese consumer the amateur that the shopping sees as a kind of interesting; They enjoy to pass to enjoy and compare the merchandise and haggle to the expensive fun; But all these will start disappear from the on-line shopping. Other experts can't practice the business this phenomenon attributes to the society in the widespread and existent doubt attitude 11 banks with each other because of frightened its rival pulls to walk customer; The bank has to pull to the walk customer; The cash card can't make widely available because the bank does not believe the common people; But the common people do not like the on-line shopping etc. Because of the belief of the on-line store.Why?The reason lies in on-line and society in many affairs that are all deceitful, for example the deceitful customer quantity, deceitful interview flowing the covariance, counterfeits the merchandise, forges the diploma, forges the resume, deceitful investment, deceitful rank, appears on market the business enterprise deceitful accept person etc..Thus a comprehensive environment will not change in very long time recently.In such environment, it can't be engaged in any business activity.Somany operators of IT's electronic commerce of our nations lost the confidence.5). the electronic commerce outlookThough the development is quick and seems to have the bright future. The electronic commerce faces a series of actual problems, for example, involving safety, technique, expenses, law system, revenue from tax system, idea, privacy protection, infrastructure etc. problems.However, the electronic commerce has the main current of the new business enterprise of century, and will develop quickly in several years of after time.Some company estimates, until to 2003, the electronic commerce between the developed countries of business enterprises which will have 9% of the business total amount(13, USD 0) above.But in all aspects the online consumes of the electronic commerce ,untilto 2002, the sales amount will attain USD 76,300,000,000.But positive such as the expert's estimate, the electronic commerce of China will catch up within 10 years in the developed countries.They put forward spending 3 to 5 years to draw up developing the electronic commerce. That of plan, policy and regulation, construct huge and solid true at of electronic commerce system, will encourage the specialized talented person, excellent turn the electronic commerce system of some professions and region; Then with 5 to 7 years ,international electronic commerce’s, making our electronic commerce system become the importance of the international electronic commerce to constitute the part; Making widely available the electronic commerce application, we promote the electronic commerce of the our country to the higher level in the aspects of the study, develops and apply, attains average level of the flourishing nation.电子商务电子商务,或者电子贸易,或者电子商业作为一种新兴的商业模式,将对社会经济产生深远的影响,并且在世界各地的社会发展中发挥重要作用。
Contents lists available at SciVerse ScienceDirectElectronic Commerce Research and Applicationsjournal homepage: /locate/ecra目录列出了可用的华艺SCIENCEDIRECT电子商务研究与应用杂志主页:/定位/ ECRADiscovering target groups in social networking sites: An effective method for maximizing joint influential power在社交网站中发现目标群体:一种有效的方法为最大限度地发挥联合的影响力With the tremendous popularity of social networking sites in this era of Web 2.0, increasingly more usersare contributing their comments and opinions about products, people, organizations, and many otherentities. These online comments often have direct influence on consumers’ buying decisions and the pub-lic’s impressions of enterprises. As a result, enterprises have begun to explore the feasibility of usingsocial networking sites as platforms to conduct targeted marking and enterprise reputation managementfor e-commerce and e-business. As indicated from recent marketing research, the joint influential powerof a sm all group of active users could have considerable impact on a large number of consumers’ buyingdecisions and the public’s perception of the capabilities of enterprises. This paper illustrates a novelmethod that can effectively discover the most influential users from social networking sites (SNS). In par-ticular, the general method of mining the influence network from SNS and the computational models ofmathematical programming for discovering the user groups with max joint influential power are pro-posed. The empirical evaluation with real data extracted from social networking sites shows that the pro-posed method can effectively identify the most influential groups when compared to the benchmarkmethods. This study opens the door to effectively conducting targeted marketing and enterprise reputa-tion management on social networking sites.随着广受欢迎的社交网站在这个Web 2.0时代,越来越多的用户有关产品,人员,组织,和许多其他贡献自己的意见和建议的实体。
这些网上的意见往往直接影响消费者的购买决策和酒吧LIC的企业的印象。
其结果是,企业已经开始探索使用的可行性社交网站平台,进行有针对性的标志和企业声誉管理电子商务和电子商务。
正如从最近的市场调研,联合影响力一小群的活跃用户,可以有相当大的影响消费者的购买大量的决策和公众的认知能力的企业。
本文阐述了一种新型的方法,可以有效地发现最有影响力的社交网站(SNS)的用户。
在PAR-特别地,开采的影响从SNS的网络的一般方法,和计算模型发现的用户群体最大的联合影响力的数学规划是亲构成的。
从社交网站中提取的真实数据的实证评价表明,亲构成的方法可以有效地识别最有影响力的群体相比基准的方法。
这项研究打开大门,有效地进行有针对性的营销和企业声誉在社交网站上的重刑管理。
随着Web 2.0时代的到来,社交类网站越来越受到欢迎,越来越多的产品,组织,人员,和许多其他用户把自己的意见和建议实施和添加到这个实体中。
这些社交类网站上的意见往往直接影响消费者的购买决策和对于LIC的企业的印象。
其导致的结果,就是企业已经开始探索开发和使用自己的可行性社交网站平台,在电子商务中进行有针对性的和对于企业声誉有关的管理。
最近的市场调研显示,联合一小群有影响力的活跃用户,可以在相当大的程度上影响消费者的购买决策,文阐述了一种新型的方法,可以有效地发现最有影响力的社交网站(SNS)的用户。
特别的,从SNS的网络提起的有一定影响的开发方法,与利用计算机模型发现的最大的且具有强力影响力的用户群体有相互关系。
从社交网站中提取的真实且具有实证评价的数据表明,亲构成的方法可以有效地识别最有影响力的群体相比的方法。
这项研究有效地打开了有针对性的营销和在社交网站上的管理企业声誉的大门。
1. Introduction1。
介绍In this Web 2.0 era, users are able to express their opinions onproducts through many channels such as online forums, shoppingwebsites, blogs, and wikis. These opinions can influence otherusers’ buying decisions and their views on companies (Cheunget al. 2009, Chevalier andMayzlin 2006, Dellarocas 2003,Hennig-Thurau and Walsh 2003, Koh et al. 2010, Mayzlin 2006,Park et al. 2007). Recently, the emerging channel of social network-ing sites (SNS), such asFacebook, Twitter, and Epinions, has at-tracted the attention of marketing practitioners and researchers.These sites not only permit users to express comments and opin-ions on products, people, organizations, and many other entities,but also enables users to build various social relationships. Forexample, on the Epinions site (Epinions 2010), a user can build atrust relationship with another by adding him or her to a trust list,or the user can block him or her with a block list. The site thenshows the trusted users’ opinions at the top of the list. With thesesocial relationships,在这个Web2.0时代,用户可以表达自己的意见产品通过多种渠道,如网上论坛,购物网站,博客和维基。
这些意见可以影响其他用户的购买决策,他们的意见对公司(长安等人。
2009年,富安,2003年Dellarocas2006年Mayzlin的Hennig图劳和沃尔什2003年,苏梅等。
20102006年Mayzlin,Park等人。
2007年)。
最近,新兴的社交网络渠道(SNS)网站,如Facebook,Twitter和Epinions-牙牙营销从业者和研究者的关注。
这些网站不仅允许用户表达意见和奥平离子对产品,人员,组织,和许多其他实体,但也使用户能够建立各种社会关系。
为的的Epinions网站(Epinions2010)上,例如,用户可以建立一个信任关系与另一个他或她加入到信任列表,或者用户可以阻止他或她的阻止列表。
然后该网站显示在列表顶部的受信任的用户的意见。
与这些社会关系,pinions will have greater impact on usersthan those expressed on the other channels (such as shoppingwebsites) because people always believe or accept more easilythe opinions of those with whom they have social relationships(Golbeck 2005, Lu et al. 2010, Massa and Avesani 2007). In addi-tion, the influence of opinions on SNS can be disseminated morewidely and quickly than that of other channels. Thus, some users’opinions captured on SNS can greatly influence other users’ buyingdecisions or their views on certain companies.Many business entities have recently come to recognize thisphenomenon, and some companies have begun to identify certainusers of SNS to conduct online marketing and reputation manage-ment (Conlin and MacMillan 2010, Marks 2010, Miller and Dickson2001) in e-commerce and e-business. For companies to better uti-lize SNS for cost-effective, targeted marketing and reputation man-agement, they must address an important question, given the hugenumber of social network users a nd companies’ limited budgets.That brings us to the question of which users’ opinions will most influence others’ actions. If the most influential group of userscould be identified, companies could consume minimal resourcesto improve product sales and enhance their reputations.齿轮将有更大的影响所表达usersthan对其他渠道(如shoppingwebsites)的,因为人们总是相信或接受更easilythe的那些与他们有社会关系(Golbeck2005年,鲁等人,2010年,马萨和2007年Avesani的意见)。