国潮兴起下消费者在线评论的主题分析研究——以国货护肤品为例

Analyzing Themes in Consumer Online Reviews Among the Rise of Chinese-Styled Products:A Case Study of China’s Skincare Products

基于中国综合国力增强、经济快速发展、科技创新水平提升、国货品质提高、民众文化自信提高多重因素的影响,国货消费高速发展,其中国货护肤彩妆行业的表现尤为突出。本文基于淘宝和京东两大电商平台的文本评论数据,通过情感分析和主题分析提取评论主题词,了解消费者对国货护肤品牌的评价。结果显示:消费者对国货护肤品整体表现出积极正向的态度,重视购物体验、个体皮肤差异、店铺服务、皮肤问题和使用体验五个方面;负面评价主要集中在产品效果及购物体验两方面。同时,本文通过挖掘消费者对购买国货护肤品的需求重点,以期对国货品牌的产品及在电商平台的服务质量提供改进建议,以供参考。

Under the influence of multiple factors such as the improvement of China’s comprehensive national strength,rapid economic development,enhancement in scientific and technological innovation capabilities,better quality of Chinese products,and rise of cultural confidence among the general public,the consumption of Chinese products has increased rapidly,with the performance of Chinese products in the skincare and cosmetics industry standing out.Based on the comments from two major e-commerce platforms,Taobao and JD,this paper extracts the themes of comments through sentiment analysis and thematic analysis to unfold consumers’evaluation of Chinese skincare brands.The results indicate that consumers generally show a positive attitude toward Chinese skincare products and they emphasize five aspects:shopping experience,differences of individual skin types,store services,skin problems,and usage experience.The negative evaluations are mainly found in two aspects:product effectiveness and shopping experience.Furthermore,this paper seeks to offer advice on improving the quality of Chinese brands’products and the brands’services on e-commerce platforms by highlighting the key focus of consumers for purchasing Chinese skincare products.