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直播助农消费者满意度影响因素研究——基于在线评论的文本挖掘和机器学习技术

Study on the Influencing Factors of Consumer Satisfaction with Live Streaming Assistance to Farmers--Text Mining and Machine Learning Techniques based on Online Reviews
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摘要 在数字经济发展的背景下,电商直播为农产品销售模式带来了创新变革,成为促进农产品流通和乡村振兴的关键途径。利用消费者在线评论数据,采用文本挖掘和机器学习技术深入分析影响消费者满意度的主要因素。结果表明,农产品的品种、口味、价格、产地及直播间氛围等因素对消费者满意度有显著影响,其中口味、商品品质、价格和直播环境是提升满意度的关键。对此,为直播电商平台和从业者提供策略指导,以增强农产品市场竞争力、推动乡村振兴。 In the context of the development of digital economy,e-commerce live streaming has brought innovative and reform to the sales model of agricultural products,and become a key way to promote the circulation of agricultural products and rural revitalization.This study uses consumer review data to analyze the key factors affecting consumer satisfaction through text mining and machine learning techniques.The results shows that factors such as variety,taste,price,origin and atmosphere of the live streaming room of agricultural products have a significant influence on consumer satisfaction,among which taste,product quality,price and live streaming environment are the keys to improve satisfaction.This study provides strategic guidance for live streaming e-commerce platforms and practitioners,so as to enhance the competitiveness of agricultural products in the market and promoting rural revitalization.
作者 张岚杰 孙艺铭 陈迪 张俊妍 ZHANG Lanjie;SUN Yiming;CHEN Di;ZHANG Junyan(College of Economics and Management,Shenyang Agricultural University,Shenyang 110866,China)
出处 《农业科技与装备》 2024年第4期128-130,共3页 Agricultural Science & Technology and Equipment
关键词 助农直播 消费者满意度 影响因素 文本挖掘 机器学习技术 live streaming assistant to farmers consumer satisfaction influencing factors text mining machine learning techniques
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