爱国情怀是否影响对华为和苹果的选择?——在线手机购买评论分析

Huawei or Apple?An Analysis of Online Mobile Phone Purchase from the Perspective of Patriotism

爱国情怀是否影响在线手机的购买,通过对苹果和华为的淘宝在线手机购买数据和在线评论数据开展研究。利用情感挖掘技术,建立基于信息实体增强语言和双向长短记忆迁移学习的爱国情怀情感分类模型;通过jieba分词和wordcloud库生成词云;对高词频词提炼成二阶概念;通过计量的方法对爱国情怀进行相关关系探索。研究结果表明,消费者对华为产品的好评与苹果还存在一定的差距,但高于其他品牌的产品;爱国情怀对手机在线评论存在显著正向相关;爱国情怀促进企业营销竞争力的提升。该模型与其他评论情感分析模型相比,精确率、召回率、F1-score和准确率均有提高。把爱国情怀这个因素加入到产品的销售量和产品的评价中,扩大了产品销量和产品评价的影响因素。建立爱国情怀对在线手机购买与评论的模型,该模型可以准确判断爱国情怀对消费者购买手机的影响,提升企业的营销竞争力。

In view of whether patriotism affects online purchases,the online mobile phone purchase data and review data of Apple and Huawei’s Taobao are analyzed.The sentiment analysis technology is used to establish a patriotic sentiment classification model based on Enhanced Language Representation with Informative Entities(ERNIE)and bidirectional long-short-term memory(Bi-LSTM)to build transfer learning.Word cloud is generated through jieba word segmentation and wordcloud library.The words with high frequency are extracted.The patriotic feelings are analyzed by means of measurement.The research results show that:Consumers’praise for Huawei products is still less than that for Apple,but higher than other brands;The influence of patriotism is positive and significant;Patriotism promotes online mobile phone purchases and has a certain degree of praise for purchasing Huawei products.The experimental results show that compared with other sentiment analysis models for real-world reviews,the accuracy,recall,F1-score and accuracy of this model are improved.Thus,a model of patriotic sentiments on online mobile phone purchases and reviews is established which can accurately determine the impact of patriotic sentiments on consumer purchases.