Compared with the conventional network data analysis, the data analysis based on social network has a very clear object of analysis, various forms of analysis, and more methods and contents of analysis. If the conventional analysis methods are applied to social network data analysis, we will find that the analysis results do not reach our expected results. The results of the above studies are usually based on statistical methods and machine learning methods, but some systems use other methods, such as self-organizing self-learning mechanisms and concept retrieval. With regard to the current data analysis methods, data models, and social network data, this paper conducts a series of researches from data acquisition, data cleaning and processing, data model application and optimization of the model in the process of application, and how the formed data analysis results can be used for managers to make decisions. In this paper, the number of customer evaluations, the time of evaluation, the frequency of evaluation, and the score of evaluation are clustered and analyzed, and finally, the results obtained by the two clustering methods applied in the analysis process are compared to build a customer grading system. The analysis results can be used to maintain the current Amazon purchase customers in a hierarchical manner, and the most valuable customers need to be given key attention, combining social network big data with micro marketing to improve Amazon’s sales performance and influence, developing from the original single shopping mall model to a comprehensive e-commerce platform, and cultivating their own customer base.
The study of the effect of online review on purchase behavior