ec188-guo.dviThe Role of Social Networks in Online Shopping: Information Passing, Price of Trust, and Consumer Choice Stephen Guo Stanford University Stanford, CA, USA sdguo@cs.stanford.edu Mengqiu Wang Stanford University Stanford, CA, USA mengqiu@cs.stanford.edu Jure Leskovec Stanford University Stanford, CA, USA jure@cs.stanford.edu ABSTRACT While social interactions are critical to understanding consumer b
