基于文本挖掘的蚕丝被在线评论分析——以京东商城为例

Analysis of online reviews about silk quilts based on text mining:A case of Jingdong Mall

为挖掘消费者在线购买蚕丝被时的关注因素,文章以京东商城为例分析了蚕丝被商品的品牌信息、价格区间分布、优惠信息和商品标签,使用文本挖掘方法对商品评论进行情感分析和共现聚类分析,并从行业和企业角度提出相关建议。研究结果表明:消费者具有较强的品牌意识,认可蚕丝被的较高价格定位,销量较好的蚕丝被大多带有自营、放心购、闪购和满减等标签;消费者在网络购买蚕丝被时,主要关注产品质量、价格和促销、包装和快递、客服服务四个方面。

Silk quilts,made from natural animal protein fibers,are always highly favored by consumers due to their advantages,such as softness,coziness,breathability,hygroscopicity,skin-friendliness,and warmth.They are essential products making contributions to the development of the silk industry.With the rapid development of the internet and the steady growth of residents’disposable income,online shopping has become one of the daily shopping channels for Chinese consumers in recent years.Many silk quilt brands have also expanded their e-commerce channels,resulting in the emergence of many silk quilt household brands on e-commerce platforms such as Jingdong and Taobao.During the online shopping process,consumers usually refer to the reviews left by other consumers on the product comment page to obtain information related to the product or service.For consumers,online reviews can assist in their purchasing decisions,while for businesses and enterprises,online reviews can be used to understand consumer concerns and satisfaction,thereby better improving product quality and service quality.To explore consumers’satisfaction,concerns,and reasons for dissatisfaction when purchasing silk quilts online,we first took Jingdong Mall as an example to collect sales characteristic information and product review data of silk quilts(including positive and negative review set A and negative review set B).Then we analyzed the brand information,price distribution,preferential information,and labels of silk quilt products by graphics,and later conducted emotional analysis and co-occurrence cluster analysis of reviews using text mining methods.Finally,we discussed the reasons based on reality,and proposed relevant suggestions from the perspective of industry and enterprise.According to the analysis of sales characteristics,we can see that the price of silk quilts ranges from several hundred yuan to over ten thousand yuan,with an average price of about 2000 yuan.The price range within the brand is quite extensive,and the price hierarchy between brands is also obvious.Silk quilt brands can be divided into four categories:affordable,mid-to-high-end,high-end,and luxury ones.The most common promotional methods are money off and coupons,and silk quilts with good sales are often labeled with such words as self-operated,assured purchase,flash purchase,and money off.According to the text mining results,it can be seen that about 95% of the reviews are positive,and consumers pay the most attention to four aspects when purchasing:(i)product quality,which is divided into functional quality(overall warmth retention,breathability,and practicality),external quality(craftsmanship,style,and handle of quilt cover),and internal quality(inner odor and silk floss length);(ii)price and promotion;(iii)packaging and express delivery;(iv)customer service.The main reasons for negative comments include product odors,volatile price fluctuations without insurance services,poor packaging,inadequate warmth retention,poor fabrics and workmanship,discrepancies between images and actual products,and poor service attitude.On the whole,consumers who purchase silk quilts online have strong brand awareness and recognize the higher price positioning of silk quilts,but prefer products with preferential activities.Most consumers are satisfied with their online purchase experience of silk quilts,and a good purchase with good use experience can promote repurchase and recommendation intentions.However,there are still deficiencies in products,promotions,packaging,express delivery,services,and other aspects.Enterprises still need to strengthen branding,and the industry ought to further improve relevant testing standards and regulatory norms.We discuss the key points that consumers pay attention to when they buy silk quilts online from the perspective of e-commerce big data reverse traction,and put forward relevant suggestions.This helps businesses better understand consumer demand and market conditions,which provides reference for e-commerce enterprises’strategic decision-making.Thus,this article is of strong innovation and practical significance.In future research,we could use interview or questionnaire to deeply explore the product quality indicators that consumers care about,as well as how different factors such as gender,age,region and channels affect the purchase of silk quilts.