消费者对电商平台减碳行动的评价研究——基于主题挖掘与情感分析

Research on Consumer Evaluation of E-Commerce Platform Carbon Reduction Actions—Based on Topic Mining and Sentiment Analysis

摘要: 以淘宝、京东两大电商平台的绿色产品评论为研究对象，通过主题挖掘和情感分析方法，探究消费者对平台减碳行动的态度与行为反馈。研究发现，消费者对绿色产品的评价可分为环保理念认知、价格与价值感知、产品质量与耐用性、物流与配送体验等四个主题，其中环保理念认知和物流与配送体验主题中的消极评论较多。分析其原因，将得出的结论和建议应用于绿色消费领域，揭示了消费者情感与电商平台绿色产品的动态关联，并根据此提出电商平台改善策略。

Abstract: The research takes the green product reviews of two major e-commerce platforms, Taobao and JD.com, as the research subjects. Through topic mining and sentiment analysis methods, it explores the attitude and behavior feedback of consumers towards the platform’s carbon reduction actions. It is found that consumer evaluations of products can be divided into four topics: environmental awareness, price and value perception, product quality and durability, and logistics and distribution experience. Among them, there are more negative reviews in topics of environmental awareness and logistics and distribution experience. By analyzing the reasons and applying conclusions and recommendations to the field of green consumption, the dynamic correlation between consumer sentiment and green products of e-commerce platforms is revealed. According to this, strategies for improving e-commerce platforms are put forward.