基于LDA主题模型的多阶段生鲜消费者需求研究——以京东为例  

Research on Multi-stage Fresh Consumer Demands Based on LDA Topic Model:A Case of JingDong

作　　者：杨益兴 吴刚 陈兰芳[2] 郭茜 YANG Yi-xing;WU Gang;CHEN Lan-fang;GUO Qian(Department of Electronic Business,South China University of Technology,Guangzhou 510006,China;Tangshan Institute,Southwest Jiaotong University,Tangshan 063000,China;School of Transportation and Logistics,Southwest Jiaotong University,Chengdu 611756,China)

机构地区：[1]华南理工大学电子商务系,广州510006 [2]西南交通大学唐山研究院,唐山063000 [3]西南交通大学交通运输与物流学院,成都611756

出　　处：《管理案例研究与评论》2024年第1期105-122,共18页Journal of Management Case Studies

基　　金：教育部人文社会科学研究基金“行为序列视角下废弃物逆向物流体系呈现能力研究”(15YJA790064)。

摘　　要：便捷的评论方式与信息交互为消费者的决策行为赋能,同时,以在线内容为核心的购后反馈逐渐成为企业提升服务质量与增加顾客黏性的重要参考。而重大突发事件的冲击常伴随着消费者心理决策过程的反复与需求的新老交替。在过去国内疫情反复的情景下,结合扎根理论与文本挖掘自下而上地打开消费者的认知“黑箱”,主要借助LDA主题模型模拟编码过程,探索消费者不同阶段的需求“丛林”并进行演化归因,在决策行为、需求层级与疫情扰动的视角下挖掘生鲜消费者需求的演化路径。最后,通过新进资料与经典理论验证了多阶段演化路径模型的有效性。Convenient reviews and information interaction empower consumers'decision-making behavior,while post-purchase feedback centered on online content gradually becomes an important reference for companies to improve service quality and increase customer stickiness.The disturbance of major emergencies is often accompanied by the repeated ups and downs of consumers'psychological decision-making process and the alternation of old and new demands.Under the multi-stage development of domestic epidemic rebound and recovery,the study combines grounded theory and text mining to open the black box of consumers'cognition from the bottom up,simulates the coding process with the main help of LDA topic model,explores the“jungle”of consumers'demands at each stage and makes evolutionary attribution,and explores consumers'demand in the perspective of decision-making behavior and demand hierarchy.The evolutionary trajectory of consumer demands for logistics services is explored from the perspective of decision behavior and demand hierarchy.Finally,the effectiveness of the multi-stage evolutionary path model is verified by new online content and classical theory.

关 键 词：LDA 文本挖掘 扎根理论 消费者需求 多阶段演化 

分 类 号：F724[经济管理—产业经济] F253