物流服务质量对生鲜电商顾客购买意愿的影响研究——基于京东生鲜商品在线评论的用户情感分析

Research on the impact of logistics service quality on fresh food e-commerce customers'purchase intentions:based on user sentiment analysis of JD fresh products online reviews

针对物流服务质量影响顾客购买意愿问题,利用Python选取京东生鲜商品在线评论作为研究样本,基于爬虫、Keras框架下LSTM深度学习模型及LDA主题特征分析等方法,对京东顾客物流相关在线评论数据进行情感分析。研究表明:生鲜电商物流在线评论正向影响顾客购买意愿。其中,物流服务便利性、规范性、安全性,及客户服务响应对顾客购买意愿影响显著。提出改善生鲜电商企业与顾客之间的关系、提升顾客服务体验满意度、增强顾客购买意愿等建议。研究结论为生鲜电商企业优化产品运销、提升企业竞争力提供参考。

Regarding the impact of logistics service quality on customer purchase intention,Python was used to select JD fresh product online reviews as research samples.Based on methods such as crawing,LSTM deep learning model under Keras framework,and LDA topic feature analysis,sentiment analysis is conducted on JD cstomer logistics related online review data.The research results show that online reviews of fresh food e-commerce logistics positively affect customers'purchase intention.Among them,logistics service convenience,standardization,security,and customer service response have a significant impact on customers'purchase intention.At the same time,feasible suggestions are put forward to improve the relationship between fresh food e-commerce enterprises and customers,improve customer service experience satisfaction,and enhance customers'willingness to purchase.The research conclusion provides a reference for fresh food e-commerce enterprises to optimize product distribution and enhance their competitiveness.