消费者在线购买净菜满意度的影响因素的识别——基于京东在线评论信息

Identification of the Influencing Factors of Consumers’ Satisfaction with Online Purchase of Pre-Washed Vegetables—Based on Jingdong Online Review Information

摘要: 快节奏的生活方式使人们对净菜的需求不断增加，其发展前景受到了众多生鲜电商企业的关注。消费者对电商平台销售净菜商品的满意度影响其重购意愿，对消费者满意的测度具有重大意义。借助python爬虫工具挖掘京东商城净菜在线评论文本，运用LDA主题模型分析得出商品质量、商品价格、物流服务和购物体验是影响消费者在线购买净菜满意度的关键要素。基于此，从提升净菜质量、加大促销力度、强化物流冷链服务、加强有效沟通四个方面为净菜电商提出改进建议，从而提高消费者满意度。

Abstract: The fast-paced lifestyle has increased people’s demand for pre-washed vegetables, and its development prospects have attracted the attention of many fresh e-commerce companies. Consumers’ satisfaction with the sales of pre-washed vegetables on e-commerce platforms affects their willingness to repurchase, which is of great significance to the measurement of consumer satisfaction. With the help of python crawler tool, this paper excavates the online review text of pre-washed vegetables in Jingdong Mall, and uses LDA topic model to analyze that product quality, product price, logistics service and shopping experience are the key factors affecting consumers’ satisfaction with online purchase of pre-washed vegetables. Based on this, from the four aspects of improving the quality of pre-washed vegetables, increasing promotion efforts, strengthening logistics cold chain services, and strengthening effective communication, suggestions for improving pre-washed vegetable e-commerce are proposed to improve consumer satisfaction.