在线评论对预制菜消费者满意度的影响因素研究

Research on Infl uencing Factors of Online Comments on Ready-made Food Consumer Satisfaction

当前,快节奏的生活方式使消费者对预制菜的需求不断上升。在线评论中蕴含着消费者的真实需求,已成为电商企业提升服务质量与增加消费者黏性的重要参考。本文对京东商城预制菜在线评论文本信息进行数据挖掘,通过SnowNLP对在线评论数据进行情感分析,并对得到的正负情感文本分别进行LDA主题分析,得出预制菜的质量、价格、物流、口味和售后为影响消费者满意度的关键因素。基于此,本文从提升预制菜质量、加大促销力度、完善冷链物流服务、改善预制菜口味、加强售后沟通五个方面对预制菜电商提出对策建议,以供参考。

The fast-paced lifestyle makes consumers’demand for ready-made food rising.Online comments contain the real needs of consumers,and have gradually become an important reference for e-commerce companies to improve service quality and increase consumer stickiness.This paper conducts data mining on the text information of online comments on ready-made food on Jingdong Mall,sentiment analysis on the online comment data through SnowNLP,and LDA topic analysis on the obtained positive and negative sentiment texts respectively.It is concluded that the quality,price,logistics,taste and after-sales of ready-made food are the key factors affecting consumer satisfaction.Based on this,this paper puts forward measures and suggestions for ready-made food e-commerce enterprises from the five aspects of improving the quality of ready-made food,increasing promotional efforts,improving cold chain logistics services,improving the taste of ready-made food,and strengthening after-sales communication.