葡萄酒网购消费者购买决策影响因素与客户细分——基于在线评论数据  

Influencing Factors of Consumers’Purchase Decision in Wine Online Shopping and Customer Segmentation Based on Online Review Data

作　　者：陈虹瑶 李淑琦 王春盈 徐绍荣[1] CHEN Hongyao;LI Shuqi;WANG Chunying;XU Shaorong(Yantai Research Institute,China Agricultural University,Yantai,Shandong 264670,China)

机构地区：[1]中国农业大学烟台研究院,山东烟台264670

出　　处：《酿酒科技》2021年第11期127-132,共6页Liquor-Making Science & Technology

基　　金：中国农业大学烟台研究院校内基金项目(YT201813);中国农业大学烟台研究院URP项目(U20203089)。

摘　　要：随着电商平台的发展和普及,在线评论数据成为反映消费者购买意愿的重要工具。为探究葡萄酒网购消费者购买决策的影响因素,对京东、天猫电商平台进行文本挖掘,共收集5128条品牌葡萄酒的在线评论,对其进行筛选、分词处理、词类合并、定量化编码,得到21个影响因素,并利用因子分析提取出5个主因子:产品质量、价值价格、信誉服务、包装物流、偏好认同。基于上述因子进行K-means聚类分析,将消费者划分为追求品质组、性价权衡组、服务偏好组、外观物流组4类细分市场。最后根据研究结果为葡萄酒企业提供了相关建议。With the development and popularization of e-commerce platforms,online review data has become an important tool to reflect consumers’purchase intention.In order to explore the influencing factors of consumers’purchase decision in wine online shopping,this paper conducts text mining on Jingdong and Tmall e-commerce platforms,collects 5128 online reviews of brand wine,carries out data screening,word segmentation processing,word class merging and quantitative coding,and obtains 21 influencing factors.Then 5 main factors are extracted by factor analysis:product quality,value and price,reputation and service,packaging and logistics,preference and identification.Based on the above factors,K-means clustering analysis is carried out,and divides wine consumers into four segment markets:pursuit-of-quality group,cost-effective group,service-preference group and appearance-and-logistics group.Finally,according to the research results,some suggestions are provided for wine enterprises.

关 键 词：葡萄酒产品 客户细分 在线评论 因子分析 K-MEANS聚类 

分 类 号：TS262.6[轻工技术与工程—发酵工程] F713.52[轻工技术与工程—食品科学与工程]