E-Commerce Letters 电子商务评论, 2020, 9(2), 46-57 Published Online May 2020 in Hans. /journal/ecl /10.12677/ecl.2020.92006
文章引用: 黄伟鑫, 杨晓婧, 窦平安, 温家鑫, 时婕. 拼多多口碑的内部要素提炼[J]. 电子商务评论, 2020, 9(2): 46-57. DOI: 10.12677/ecl.2020.92006
Refining the Internal Elements about the Public Praise of Pinduoduo
—Based on Cluster Analysis and Ground Theory
Weixin Huang, Xiaojing Yang, Pingan Dou, Jiaxin Wen, Jie Shi
College of Management, Jilin University, Changchun Jilin
Received: Apr. 21st , 2020; accepted: May 6th , 2020; published: May 13th , 2020
Abstract
This paper explores the word-of-mouth situation of Pinduoduo in the past year and refines its in-ternal factors to form a model to enrich the research on word-of-mouth of Pinduoduo e-commerce.
In this paper, spider and interview methods are used to obtain online and offline data. through the emotional analysis and cluster analysis of online data by Python and UCINET, to explore online word-of-mouth of Pinduoduo, and then using grounded theory to encode the interview text, that is, offline word-of-mouth, three-level code, summarize the influencing factors model. It is found that the user’s word-of-mouth evaluation of Pinduoduo is mainly formed by three dimensions: in-dividual, platform and society. According to different dimensions, some suggestions are put for-ward to improve the word-of-mouth of Pinduoduo. Keywords
Internal Elements, User Online Review, Cluster Analysis, Ground Theory
拼多多口碑的内部要素提炼
——基于聚类分析和扎根理论
黄伟鑫，杨晓婧，窦平安，温家鑫，时 婕
吉林大学管理学院，吉林 长春
收稿日期：2020年4月21日；录用日期：2020年5月6日；发布日期：2020年5月13日
摘 要
本文探究拼多多近一年来的口碑情况并对其内部因素进行提炼，形成模型，丰富拼购电商关于口碑的相
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提炼,口碑,学院,吉林,模型
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