随着互联网的普及与移动设备便携化，我们看到农村地区网络消费的兴起，并且在网络消费过程中呈现出了独特特征，据初步观察，贵州省L村大量中年妇女在网络消费过程中选择拼多多作为主要购物平台。本研究以21位L村中年妇女作为研究对象，对她们的网络消费行为进行扎根理论研究，探究主要选择拼多多购物平台的背后因素。研究初步编码得到退货服务、平台活动、商品评价、商品价格等27个初始概念，通过选择性编码提炼出了“商品属性”、“人际传播”、“个人因素”、“快递服务”、“支付安全”、“购物平台服务”和“核心体验”这7个主范畴，研究总结了农村消费者对拼多多的高、中、低三种忠诚度类型，并且对范畴间逻辑关系梳理搭建出了L地区农村妇女网络消费选择拼多多的理论框架。研究发现，商品属性、人际传播、个人因素、快递服务、支付安全和购物平台服务作用于农村消费者网络消费行为的发生阶段，其中商品属性、人际传播和个人因素对拼多多平台选择有着主要影响，核心体验作用于强化阶段，对她们网络消费行为起到强化作用。

With the popularity of the Internet and the portability of mobile devices, we have seen the rise of online consumption in rural areas and have shown unique characteristics in the process of online consumption. According to preliminary observations, a large number of middle-aged women in L Village, Guizhou Province, choose Pinduoduo as the main shopping platform in the process of online consumption. In this study, 21 middle-aged women in L Village were used as research objects to conduct a grounded theoretical study of their online consumption behavior, and to explore the factors behind the main choice of Pinduoduo shopping platform. The preliminary coding obtained 27 initial concepts such as return service, platform activity, commodity evaluation, and commodity price, and extracted the 7 main categories of "commodity attributes", "interpersonal communication", "personal factors", "express delivery service", "payment security", "shopping platform service" and "core experience" through selective coding, and sorted out the logical relationship between the categories and built a theoretical framework for rural women's online consumption choices in L region. The study found that commodity attributes, interpersonal communication, personal factors, express delivery services, payment security and shopping platform services play a role in the stage of rural consumers' online consumption behavior, among which commodity attributes, interpersonal communication and personal factors have a major impact on the choice of Pinduoduo platform. The core experience acts in the reinforcement stage and strengthens their online consumption behavior.