基于文本挖掘的速卖通平台女性消费者连衣裙偏好分析

Research on Female Consumers’Dress Preference on AliExpress Based on Text Mining

产品的开发设计是企业开展跨境电商的第一步,也是跨境电商能否成功的最重要因素。在网络销售平台中,连衣裙作为女装的一个主要类目,在各销售平台的搜索量和销售量都占据了重要比例。客户评论数据是客户对于产品最直接的反馈,差评更是线上抱怨言语行为的最好体现。选取连衣裙为研究对象,通过爬取速卖通平台上销量前60的连衣裙,研究其产品属性,并对其评论数据及差评数据进行文本挖掘,从而分析得出速卖通平台上女士连衣裙消费者偏好,为开展跨境电商销售的商家进行连衣裙产品的选品和开发设计提供参考,同时为企业开展跨境电商业务提供思路。

The development and design of products are the first step for enterprises to carry out cross-border e-commerce,and also the most important factor for the success of cross-border e-commerce.In online sales platforms,dresses are a major category of women’s wear,which accounts for a large proportion in the search and sales volumes of various sales platforms.Customer review data is the most direct feedback of customers to products,and bad reviews are the best embodiment of online complaint speeches and acts.This article selects dresses as the research object.By crawling top 60 dresses sold on AliExpress,this paper investigates their product attributes,and conducts data mining on their review data and bad review data,so as to analyze and find out consumers’preferences for women’s dresses on the AliExpress,and provide references for the design of dress products by cross-border e-commerce merchants and also provide ideas for enterprises to develop and design products on cross-border e-commerce platforms.