基于TF-IDF算法的农产品消费者购买情感分析——来自京东电商平台在线点评数据

Analysis on the Consumption Emotions of Agricultural Products Based on TF-IDF Algorithm--From Online Review Data of JD E-Commerce Platform

“互联网+农产品”模式大大拓宽了农产品的销售渠道,为乡村振兴注入活力。于京东电商平台甄选出点评数达200条以上的农产品共2090种112779条评论,借助Hanlp工具对评论文本进行分词,并利用TF-IDF算法对特征词进行关注度分析。研究表明,消费者网购农产品过程中,较关心农产品的新鲜度、品质、快递服务及包装;消费者网购水果类、蔬菜类等农产品的比例最高,其中对水果类“甜”“熟”“酸”等特征词的关注度最高,对蔬菜类“糯”“好吃”“香甜”等特征词关注度最高。以上结论既丰富了农产品网络营销的相关研究,也可用于指导农产品的网络营销实践。

The Internet plus agricultural products marketing model has greatly broadened the distribution channels of agricultural products and injected vitality into the development and revitalization of rural economy.Based on the JD e-commerce platform,we selected a total number of 112779 comments from^(2)090 kind of agricultural products with online comments number over 200.The Hanlp tool was used to carry out the word segmentations of these comments.Finally TF-IDF algorithm was used to analyze the attention-degree of the feature words.Research results showed that consumers paid more attention to the freshness,quality,express service and packaging of agricultural products while shopping online;the best-selling agricultural products online were fruits,vegetables,among which consumers paid the highest attention to the fruit sweetness,ripeness and sourness,as well the vegetable waxiness,deliciousness and sweetness.The above conclusion not only enriched the research of agricultural products network marketing,but also could be used to guide the network marketing practice of agricultural products.