A Simulation Study On Word-of-Mouth Communication Of Pinduoduo Based On Epidemic Model

With the rapid development of mobile Internet and various e-commerce platforms,the influence of online information dissemination has become stronger.The traditional word-ofmouth has evolved into word-of-mouth communication through the Internet,and electronic word-of-mouth marketing has become a new way to promote social e-commerce platforms.Pinduoduo is one of the epitomes of social e-commerce in recent years.Its electronic word-ofmouth method has received widespread attention,but there are also problems with its word-ofmouth method.Problems such as excessive communication and false word-of-mouth information make Pinduoduo face many negative events.Therefore,it is of academic and practical significance to carry out research on the way of Pinduoduo electronic word-of-mouth.Firstly,the literature on electronic word-of-mouth is sorted out,and it is found that there are few studies on the internal mechanism of electronic word-of-mouth on social e-commerce.Therefore,in view of the deficiencies in the existing research,Pinduoduo platform and its word-of-mouth are the main research subjects.Secondly,it introduces epidemiological models and multi-agent simulation methods to lay a theoretical foundation for the construction of individual behavior heterogeneity in simulation research,and analyzes the characteristics and morphology of social networks based on complex network theory.Through research on the business process,revenue analysis and customer analysis of Pinduoduo's business model,we can get the way and process of Pinduoduo's word-of-mouth,and find the main factors that influence Pinduoduo word-of-mouth propagation.Finally,based on the ISRS epidemic model,establish word-of-mouth rules based epidemiological models.Through simulation experiments,the key factors of Pinduoduo word-of-mouth are propagation probability,boycott probability,propagation recovery probability and boycott recovery probability,propagation duration,resistance duration,the number of consumer friends.The simulation results show that the propagation probability and the number of friends have a greater influence on the change rate of the number of spreaders.Then,a general classification of the platform's word-of-mouth mechanism was made based Pinduoduo,and management strategies were derived based on the research results.The simulation of Pinduoduo's word-of-mouth behavior enriches the theory of word-ofmouth communication theoretically,provides a new perspective for the research on the social network word-of-mouth of social e-commerce platforms,and also provides suggestions for the operation of social platforms such as Pinduoduo.There are many management strategies obtained from the simulation experiment.First,social e-commerce managers and e-commerce on the platform should improve the quality of their word-of-mouth information,and take remedial measures to the trust problems existing in the information source.Second,social ecommerce managers and e-commerce on the platform should optimize the presentation of the network word-of-mouth information related to products,and recommend product word-ofmouth information in a targeted manner.Third,platform managers and platform merchants should pay attention to word-of-mouth information in plain and plain language,improve wordof-mouth supervision mechanisms,and resolve them as soon as possible before the outbreak of negative events.Fourth,platform managers should retain active word-of-mouth users and expand cooperation with outside companies to provide consumers with cost-effective products.