基于BTM主题挖掘和Kano模型的运动文胸用户需求研究  

Research on user demand for sports bras based on BTM topic mining and the Kano model

作　　者：方蕾蕾 吴巧英 项钰慧 章杨欣 FANG Leilei;WU Qiaoying;XIANG Yuhui;ZHANG Yangxin(School of Design and Fashion,Zhejiang University of Science&Technology,Hangzhou 310012,China;School of International Education&International Institute of Fashion Technology,Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江科技大学艺术设计与服装学院,杭州310012 [2]浙江理工大学国际教育学院、国际时装技术学院,杭州310018

出　　处：《丝绸》2024年第3期106-114,共9页Journal of Silk

基　　金：浙江省科技厅项目(2021C35110);浙江科技学院大学生创新创业训练计划项目(2023cxcy091);浙江科技学院大学生创新创业训练计划项目(2023cxcy082)。

摘　　要：为了深入挖掘运动文胸的用户需求,文章采用BTM模型对10个运动文胸品牌的16 248条在线评论进行主题挖掘,构成运动文胸用户需求要素,并通过Kano模型分析用户满意度和需求度,确定各项要素的属性归类和优先级排序。研究结果得到,运动文胸用户需求维度包括功能质量、款式设计、面料材质、颜色外观、服务品质、品牌营销6个方面;在23项需求要素中,舒适度和防震功能是用户满意度建立的首要因素,下围、罩杯、面料手感、胸垫材质是产品优化中的关键因素,客服态度、退换货服务、声誉口碑、商品信息是服务和营销中的重要因素;进而提出优化建议供相关企业参考。With the rise of the sports boom and the promotion of health awareness,female consumers' demand for sports bras is increasing,and sports bra products have attracted the attention of the sports industry and the underwear industry.Traditional sports brands and lingerie brands such as NIKE,Under Armour,Triumph,and AIMER have launched sports bra product lines,and independent sports underwear brands such as Lorna Jane and YVETTE have grown rapidly,so the market competition is increasingly fierce.However,with the improvement of people's living standards,consumer demand for sports bras has become more diverse and variable.As a result,homogeneous sports bra products can no longer satisfy consumers.Therefore,how to dig the explicit and implicit demand,so as to help enterprises to improve the quality of goods and services is an urgent problem to be solved.In the era of big data,the analysis and mining of user information data has become an important way to obtain user needs and track market conditions in various industries.Among them,online reviews are one of the important carriers of user demand information,and through effective analysis of online review data and extraction of core comment words,we can understand the pain points of products or services and help enterprises evaluate the differences of products and services,and guide the improvement of product design and service quality.To deeply explore the user demands of sports bras,this paper took online reviews of sports bra products as the research object,proposed a research framework based on the BTM model and Kano model,effectively combined two methods of data mining technology and questionnaire survey,and carried out research from the three parts of user demands mining,user demands analysis,and suggestions and countermeasures.This study took Taobao and JD as the collection platforms,selected 10 representative sports bra brands,and crawled 16 248 online reviews using Python language.The BTM model was used to identify the topic,and the number of topics and related to

关 键 词：运动文胸 用户需求 BTM模型 主题挖掘 KANO模型 在线评论 用户满意度 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]