基于线上评论对云南特色茶品牌电商消费者满意度分析  

Analysis of Consumer Satisfaction with Yunnan Specialty Tea Brand E-commerce based on Online Reviews

作　　者：杨志琪 YANG Zhiqi(West Yunnan Universtity of Applied Sciences of School of Jewelry,Tengchong 679100,China)

机构地区：[1]滇西应用技术大学珠宝学院,云南腾冲679100

出　　处：《中国茶叶》2023年第8期32-38,共7页China Tea

基　　金：云南省教育厅科学研究基金项目(2022J1048);滇西应用技术大学教学质量工程项目(22PR25);滇西应用技术大学珠宝学院重点项目(2021YZBXY001)。

摘　　要：为分析云南特色茶品牌电商消费者满意程度及其影响因素,利用八爪鱼软件爬取某电商平台9个云南特色茶品牌电商消费者线上购后评论数据,再使用微词云、ROSTCM、SPSS等分析工具,对电商消费者线上评论的星级、语义情感分析、高频词进行描述性统计,并依据皮尔逊系数对电商消费者星级、重复购买次数及情感值三者进行相关性分析。结果表明,电商消费者对云南特色茶品牌呈现较高满意度;影响电商消费者对云南特色茶品牌满意度的主要有口感、价格和品牌等13个因素,可归属为产品质量、产品价值、包装物流、电商平台、客户服务5个类别;消费者对云南特色茶品牌不满意的主要有品质、口感和安全等8个因素;星级与重复购买次数相关系数为0.207,星级与情感值相关系数为0.305,说明较高星级评价的电商消费者,会用正向文字去传播产品,但不一定会重复购买该品牌茶。In order to study the consumer satisfaction of Yunnan specialty tea brand e-commerce and its influencing factors,the Octopus software was used to crawl online purchase comments from 9 Yunnan specialty tea brand e-commerce consumers on an e-business platform,and analysis tools such asWord Cloud,ROSTCM,and SPSS were used to describe and analyze the star rating,semantic sentiment analysis,and high-frequency words in e-commerce consumer online comments.Meanwhile,the Pearson coefficient was used to analyze the correlation between star rating,repeat purchase frequency,and sentiment value of e-commerce consumers,so as to find the strategy for Yunnan specialty tea brand.The results show that e-commerce consumers had a high degree of satisfaction with Yunnan specialty tea brands.There were 13 factors that affect the satisfaction level of e-commerce consumers with Yunnan specialty tea brands,mainly including taste,price and brand.These factors can be classified into 5 categories:product quality,product value,packaging and logistics,e-commerce platform and customer service.There were 8 factors that make e-commerce consumers dissatisfied with Yunnan specialty tea brands,such as quality,taste and safety.The correlation coefficient between star rating and repeat purchase frequency was 0.207,and the correlation coefficient between star rating and sentiment value was 0.305,indicating that e-commerce consumers with higher star rating will use positive text to spread the product,but may not necessarily repeat the purchase of the tea brand.

关 键 词：在线评论 云南特色茶品牌 电商 消费者满意度 

分 类 号：F327[经济管理—产业经济]