基于买家在线评价的购后评价特征数据挖掘

发布时间：2018-01-26 11:08

本文关键词： 在线评价中文分词 RFM改进模型情感聚焦雷达图购后评价特征　出处：《中国流通经济》2017年07期 　论文类型：期刊论文

【摘要】：买家在线评论作为买家购后满意情况的反映,是买家进行购买决策和商家了解顾客、发现并改进不足之处的重要依据。利用中文分词、RFM改进模型和情感聚焦雷达图对天猫网碧根果买家在线评论的分析表明,各类型买家关注的因素大体相同,但关注度不一;各类型买家购后评论情感聚焦点基本一致,但参与程度不同。其中,口味是产品的核心竞争力,服务、物流、价格因素也是不可或缺的参考点。鉴于此,主营坚果及其他食品类产品的电商不仅要根据产品属性及情感聚焦点的不同进行差异化营销和服务,而且要在重点关注口味的同时,制定客户服务标准,实施个性化服务,选择能够为自身加分的物流服务提供商(或自身承担物流)。此外,还要把握产品毛利率,保证质量,提升促销感知力度,更新完善包装,拓展产品用途,关注负面在线评论并有针对性地加以解决。而买家则应在线上购物信息搜寻阶段,参考其他买家评价,收集整理自己关注的问题,提升决策有效性。
[Abstract]:Online reviews of buyers as a reflection of the buyer's post-purchase satisfaction is an important basis for buyers to make purchase decisions and businesses to understand customers and find and improve shortcomings. The analysis of RFM improved model and affective focusing radar map on online review of Began buyers in Tmall net shows that the factors concerned by all types of buyers are about the same, but the attention is different. All types of buyers after purchase comment emotional focus is basically the same, but different levels of participation. Among them, taste is the core competitiveness of the product, services, logistics, price factors are also an indispensable reference point. The ecommerce of nuts and other food products should not only differentiate marketing and service according to product attributes and emotional focus, but also develop customer service standards while focusing on taste. To implement personalized service, choose the logistics service provider (or assume logistics service) which can add points to oneself. In addition, we should grasp the gross profit rate of products, ensure the quality, enhance the promotion perception, and update and improve the packaging. Expand the use of products, focus on negative online reviews and targeted solutions. Buyers should online shopping information search phase, referring to other buyer evaluation, collect and sort out their concerns. Improve the effectiveness of decision making.
【作者单位】：东南大学经济管理学院;安徽商贸职业技术学院经济贸易系;
【基金】：安徽省人文社会科学研究重点项目“安徽省快递行业自律评价信息平台规划与设计”(SK2014A249) 安徽省高校优秀青年骨干人才国内外访学研修重点项目(gxfx ZD2016327) 安徽省教育厅质量工程项目——电子商务实习实训中心(2014sxzx038)
【分类号】：F724.6
【正文快照】： 买家在线评价是指电子商务活动中买家购买究的热点,所应用的理论比较多,所涉及的学科比商品收货后在评论系统中以文字或者分值给予商较广,如社会交换理论、推理行动理论、计划行为家、物流和产品的评价。对买家而言,该评价一方理论、零售顾客模型、技术接受模型等。有关在线面

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