基于文本挖掘的国货美妆电商消费者满意度影响研究

Research on the Influence of Consumer Satisfaction of National Beauty E-Commerce Based on Text Mining

摘要: 国妆品牌凭借“国潮”浪潮赢得年轻消费者青睐，为中国消费市场注入充沛活力。本文基于电商在线评论，通过BTM主题模型、情感分析、回归分析等方法，探究在线评论中隐含的各影响因素对消费者满意度影响大小，为国货美妆企业电子商务提出管理建议。研究表明使用感受、产品功效和感知价值是影响消费者满意度的三大因素。

Abstract: China cosmetics brands win the favor of young consumers with the tide of “China tide” and inject vitality into the Chinese consumer market. Based on e-commerce online reviews, this paper explores the impact of various influencing factors implied in online reviews on consumer satisfaction through BTM topic model, sentiment analysis, regression analysis and other methods, and puts forward management suggestions for national beauty cosmetics enterprises in e-commerce. Research shows that usage experience, product efficacy and perceived value are the three major factors affecting consumer satisfaction.