基于在线评论和随机占优准则的生鲜电商顾客满意度测评  

Customer Satisfaction Evaluation Method for Fresh E-commerce Based on Online Reviewsand Stochastic Dominance Rules

作　　者：冯坤 杨强[1,2] 常馨怡 李延来 FENG Kun;YANG Qiang;CHANG Xin-yi;LI Yan-lai(School of Transportation and Logistics,Southwest Jiaotong University,Chengdu 611756,China;National Engineering Laboratory for Integrated Transportation Big Data Application Technology,Chengdu 611756,China;Chengdu Survey and Design Research Institute Co.,Ltd.of CREEC,Chengdu 610081,China)

机构地区：[1]西南交通大学交通运输与物流学院,四川成都611756 [2]综合交通大数据应用技术国家工程实验室,四川成都611756 [3]中铁二院成都勘察设计研究院有限责任公司,四川成都610081

出　　处：《中国管理科学》2021年第2期205-216,共12页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71371156,71822153);西南交通大学优秀博士学位论文培育项目(YB-D-201905)。

摘　　要：生鲜电商被认为是电子商务领域的下一片蓝海,吸引着各类资本、平台竞相追逐,但目前生鲜电商仍处于发展探索阶段,如何及时准确地把握顾客需求和有效地提升顾客满意度是当前面临的重要问题。本文提出一种基于在线评论和随机占优准则的生鲜电商顾客满意度测评方法:首先,利用生鲜电商存在的大量在线评论数据信息,基于LDA模型提取出在线评论中的主题,作为顾客对生鲜电商满意度的影响因素;其次,构建生鲜电商顾客需求的情感词典,计算在线评论中顾客的情感倾向得分,作为判断顾客满意度的依据;最后,利用随机占优准则,构建不同商品类别中影响因素的随机占优程度矩阵,并应用PROMETHEE-Ⅱ方法给出不同商品类别中影响因素的排序结果。通过爬取天猫网站中不同类别的生鲜商品在线评论信息进行顾客满意度评估的案例分析,验证本文提出的方法的可行性和有效性。结果显示,不同生鲜商品类别中顾客满意度影响因素的重要度排序是不同的。值得注意的是,所提方法也为其他产品或服务的顾客满意度评估问题提供了参考和支撑。Fresh e-commerce is widely regarded as the next blue ocean in the field of e-commerce,which has attracted various types of capital and platforms to join the competition.However,fresh e-commerce is now still in the stage of development and exploration.How to grasp customer requirements accurately and timely and improve customer satisfaction significantly is an important issue that currently facing.In this paper,a customer satisfaction evaluation method for fresh e-commerce that based on online reviews and stochastic dominance rules is proposed.Firstly,based on the large amount of online reviews-existing in fresh e-commerce and LDA model,the topic of online review is extracted and regarded as the influencing factor of customer satisfaction for fresh e-commerce.Secondly,a sentiment dictionary is constructed to calculate the score of customers’sentiment inclination,which is subsequently regarded as the basis for judging the customer satisfaction.Finally,a random dominance matrix of influencing factors in different commodity categories is constructed using the stochastic dominance rules,and the ranking of influencing factors in different commodity categories is given by using the PROMETHEE-Ⅱmethod.An empirical case study on customer satisfaction evaluation is conducted by crawling online reviews of different kinds of fresh goods on Tmall website.It also verified the applicability and validity of the proposed method.The empirical results show that the importance ranking of influencing factors on customer satisfaction in different fresh commodity categories is different.It is worth noting that the proposed method also provides reference and support for customer satisfaction evaluation on other products or services.

关 键 词：生鲜电商 在线评论 LDA 情感分析 随机占优准则 PROMETHEE-Ⅱ 

分 类 号：F272[经济管理—企业管理] C934[经济管理—国民经济]