线上心理咨询服务的消费者情感倾向研究——以电商平台为场景的文本分析

Research on Consumers’ Emotional Tendencies of Online Psychological Counseling Services—A Text Analysis Based on the Scenario of E-Commerce Platforms

摘要: 随着社会的快速发展，人们对于线上心理咨询的需求持续扩张，电商平台评论文本成为挖掘消费者情感倾向的重要数据源。本研究以京东商城1070条心理咨询有效评论文本为研究数据，运用文本预处理、词频分析、词云可视化、语义网络分析及情感分析等方法，探究消费者情感倾向与核心诉求。研究发现，消费者整体情感倾向以积极为主，核心认可服务态度、专业性、服务过程及实际效果，需求聚焦情感矛盾、家庭关系等问题的解决与情绪疏导；同时，差评评论揭示部分服务存在内容敷衍、付费价值低等痛点。本研究构建的情感分析框架丰富了文本分析技术在心理健康服务领域的应用，并针对性地提出对策与建议，为规范行业秩序、提升服务质量提供了数据支撑与决策参考，推动线上心理咨询行业高质量发展。

Abstract: With the rapid development of society, the demand for online psychological counseling continues to expand, making the review texts on e-commerce platforms an important data source for mining consumers’ emotional tendencies. This study takes 1070 valid review texts of psychological counseling on JD.com as research data and uses methods such as text preprocessing, word frequency analysis, word cloud visualization, semantic network analysis, and sentiment analysis to explore consumers’ emotional tendencies and core demands. The research finds that consumers’ overall emotional tendency is mainly positive, with core recognition of service attitude, professionalism, service process, and actual effect. Their demands focus on solving emotional conflicts, family relationship issues, and emotional guidance. At the same time, negative reviews reveal some pain points such as superficial content and low value for money in some services. This study’s constructed sentiment analysis framework enriches the application of text analysis technology in the field of mental health services and puts forward targeted countermeasures and suggestions, providing data support and decision making references for regulating industry order and improving service quality, and contributing to the high quality development of the online psychological counseling industry.