网购评语高频词共现网络的结构特征分析

Analysis of structure characteristics of high frequency word co-occurrence network of online shopping reviews

网购评语是消费者对网购商品的直接反馈,从中挖掘有价值的知识有助于为商家开展精准化营销和个性化推荐服务、消费者制定购买决策等提供依据。鉴于此,以国内大型综合型电商平台上服装类网购评语为研究对象,对评语分词、筛选高频词、分析高频词之间的共现关系构建高频词共现网络,分析得出网络评语的热点词多个结构特征和评语网络中少数节点对网络的运行起着主导的作用,为网购评语挖掘研究领域提供了按照网购评语高频词共现网络的结构特性对销量的交互影响进行研究的思路。

Consumers’ online shopping reviews are consumers’ feedback to online shopping. Mining valuable knowledge from massive online shopping reviews will not only provide safeguard for businesses to carry out precision marketing and personalized recommendation services,but also is good for consumers to make purchase decisions. Besides,management departments can use it to establish regulatory strategy. This paper reviewed the clothing online shopping comments on China’s large integrated electronic business platform as the object of study,making a participle of the comments,screening high frequency words,analyzing of co-occurrence relationship between the high frequency words in order to structure co-occurrence network of high frequency word. The analysis result shows a number of structural features for the network comments hot words and a few nodes in the comment network play a dominant role in the operation of the network. On the other hand,this paper also provides the study suggestion on the interaction effects of the structure characteristics for the high frequency word co-occurrence network on the sales volume.