拼多多口碑的内部要素提炼——基于聚类分析和扎根理论

Refining the Internal Elements about the Public Praise of Pinduoduo—Based on Cluster Analysis and Ground Theory

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关研究。本文采用spider和访谈的方法获取线上线下的数据，通过python和ucinet对线上数据进行情感分析和聚类分析，探究拼多多的线上口碑，再利用扎根理论对访谈文本，即线下口碑进行三级编码，归纳总结得出影响因素模型。研究发现，用户对于拼多多的口碑评价主要由个人、平台和社会三个维度形成，针对不同维度，提出提升拼多多口碑的几点建议。

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 forward to improve the word-of-mouth of Pinduoduo.