基于买家在线评价的购后评价特征数据挖掘  

Data Mining of Buying Evaluation based on Buyers' Online Reviews

作　　者：夏名首[1,2] XIA Ming-shou(Southeast University,Jiangsu,Nanjing210096,China;Anhui Business College,Wuhu,Anhui241002,China)

机构地区：[1]东南大学经济管理学院,江苏南京210096 [2]安徽商贸职业技术学院经济贸易系,安徽芜湖241002

出　　处：《中国流通经济》2017年第7期30-38,共9页China Business and Market

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)

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。With the increasing of influencing factors of online shopping decision,it is necessary for us to further explore therelated variables of online shopping,take buyers’online reviews as the start point,and carry out analysis on buyers’after-salefocuses.With the help of Chinese word segmentation,RFM improvement Model and emotion focus Radar Chart,and taking“Pecans”sold on Tmall as the object,the author effectively classifies the buyers into different groups,seize the different needs ofdifferent groups,demonstrates the different emotion focuses of different buyers,and analyzes the buyers’online reviews.It isfound that:the focuses of different buyers are almost the same,but with different degree of attention;and the emotion focusesare almost the same,but with different degree of participation.Among all the emotion factors,taste is the first class,and serviceand price are also the indispensable reference points.So the sellers should carry out differentiated marketing and service based onthe different nature and emotion focuses,and reduce the cost of customer acquisition and maintenance.While paying moreattention to taste related factors,E-commerce of nuts and other foods should formulate the standard of customer service,provideindividualized service,and choose logistic service providers(or provide logistic service by themselves)that can bring benefits.Besides,the sellers should also guarantee certain level of gross profit rate and quality,improve the perception of promotion,update the package,expand more usage way of products,pay attention to the negative reviews and solve the related problems.The buyers should learn from other buyers’reviews,collect problems they should pay attention to,and improve the effectivenessof their decision.

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 

分 类 号：F724.6[经济管理—产业经济]