基于文本挖掘的医用防护服消费者评论分析  

Text mining-based analysis of consumer reviews regarding medical protective clothing

作　　者：丁宇诚 李浩[2] DING Yucheng;LI Hao(The College of Theater Film and Television Artistic Design,Sichuan University of Media and Communications,Chengdu 611730,China;Zhejiang International Institute of Fashion Technology,Zhejiang Sci-Tech University,Hangzhou 311199,China)

机构地区：[1]四川传媒学院戏剧影视美术设计学院,成都611730 [2]浙江理工大学国际时装技术学院,杭州311199

出　　处：《丝绸》2023年第6期47-57,共11页Journal of Silk

基　　金：四川传媒学院校级科研项目青年教师专项项目(X2021092)。

摘　　要：为深入了解当下消费者对医用防护服的看法及需求,本文使用文本挖掘对14个医用防护服品牌的11513份评论内容进行词频分析、共现网络分析、情感分析和网络分析,准确揭示了消费者的购物体验感知与需求。研究表明:产品质量和快递效率是影响消费者购后评价的最重要因素,其次是商家服务、应用场景,而价格实惠只在正面评价中发挥重要作用;产品质量、包装是消费者非常关注的;消费者的不满集中在产品质量差、快递效率低、商家服务差,同时,消费者表达出在日常生活和乘坐飞机场景下对医用防护服的需求。这一探索性研究为消费者体验提供了新的研究思路,也为医用防护服企业的营销管理实践提供了有价值的参考。Since the global outbreak of COVID-19,the virus has continued to mutate and its immune escape,transmission,and other capabilities have increased;on January 30,2023,the WHO committee unanimously concluded that COVID-19 remains a dangerous infectious disease with the ability to cause significant damage to human health and health systems.Therefore,wearing medical protective clothing as an effective form of personal protection plays an extremely important role in personal protection.However,the research and development of medical protective clothing in China started late,and there is not only the problem of mismatch between application scenarios and product functions,but also most research and development are conducted from the perspective of professional medical personnel.In addition,consumers apply medical protective clothing in a richer and more diverse scenario,and the post-purchase evaluation of consumers can not only reflect their demand for medical protective clothing and influence other consumers’purchase decisions on medical protective clothing,but also serve as an important basis for relevant enterprises to consider developing and improving their marketing strategies.To deeply understand current consumer’s view and demand for medical protective clothing,this paper,based on the collected content of 11513 consumer reviews of 14 Chinese medical protective clothing brands,carried out keyword frequency analysis,sentiment analysis,network analysis and co-occurrence network analysis,accurately revealing the consumers’shopping experience perception and demand.The study shows that product quality and express efficiency are the most important factors influencing consumers’post-purchase evaluation,followed by merchant services and application scenarios,while affordable price only plays an important role in positive evaluation;product quality and packaging are of great concern to consumers;in the positive evaluation,consumers are quite content with product quality(workmanship,material,size,comfort,breathability

关 键 词：医用防护服 评论内容 文本挖掘 网络分析 情感分析 共现网络分析 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]