基于网络评论和问卷调查的卷烟消费体验感官评价指标分析

Analysis of consumer experienced cigarette sensory evaluation indexes based on network comments and questionnaires

为了让卷烟感官评价专业技术人员精准把握消费者真实需求,通过网络评论爬取和在线问卷调查两种途径获取代表性卷烟的消费者感官评价数据,采用语义分析法和相关统计学方法,从感官描述词匹配频率和词汇数、指标理解度和几何平均值等方面进行对比分析,初步验证了中式卷烟消费体验感官评价指标的实用性和适用性。研究发现:(1)网络评论分析和问卷调查两种方法的验证结果较为一致,并相互补充;(2)对于一级指标,消费者对描述满足感特征的指标最为关注,其次为舒适感和轻松感;(3)对于二级指标,从消费者关注和感知程度可分为两类,第一类是核心指标,包括"浓郁"、"醇厚"、"刺激"、"柔和"、"清新"、"劲头"、"甜润"、"顺畅"、"余味"、"杂气"、"嗅香"和"细腻"等12个关注多、易感知的指标;第二类为延伸指标,包括"成团"、"丰富"、"绵长"、"透发"、"均衡"和"愉悦"等6个关注少、难以感知和理解、但起到深化和综合作用的专业性指标。

In order to assist technicians specialized in sensory evaluation know actual demands of cigarette consumers, data of consumers＇ sensory evaluation on representative cigarettes were collected from network comments and questionnaire survey on line. Comparative analysis was conducted to match frequency and number of sensory descriptive words and u nderstand degree and geometric mean of indexes. Consumer experience-based sensory evaluation indexes for C hinese-style cigarettes were verified preliminarily. The study found that： 1） Results of network comment analysis and questionnaire survey were comparable and complementary to each other. 2） For primary indexes, consumer＇s attention focused on index related to feeling of satisfaction, and then feelings such as comfort and relaxation. 3） Secondary indexes could be divided into two categories depending on extents of consumers＇ perception and attention. The first category included 12 core indexes, namely richness, mellowness, irritation, mildness, freshness, impact, sweetness, fluency, aftertaste, offensive odor, olfactory aroma and smoothness; which attracted more attention and could be perceived easily by consumers. The second category included 6 derivative indexes, namely lingering, abundance, lasting, volatility, balance and ＂pleasure＂. These indexes attracted less attention and were not able to be distinctly experienced, however, they were more comprehensive and professional by their attributes.