基于在线评论的农产品消费者满意度感知研究——以烟台苹果为例  

Research on consumers’satisfaction perception of agricultural products based on online reviews:Taking Yantai Apple as an example

作　　者：丁健莉 周青浮[2] DING Jian-li;ZHOU Qing-fu(School of Business,Hohai University,Changzhou 213022,Jiangsu,China;Fan Li Business School,Nanyang Institute of Technology,Nanyang 473004,Henan,China)

机构地区：[1]河海大学商学院,江苏常州213022 [2]南阳理工学院范蠡商学院,河南南阳473004

出　　处：《湖北农业科学》2025年第2期214-219,共6页Hubei Agricultural Sciences

基　　金：2020年度河南省哲学社会科学规划办公室决策咨询项目(2020JC29)。

摘　　要：以烟台苹果为研究对象,利用Python爬取相关商品下用户的评论数据作为语料库,引入百度AI平台的自然语言处理技术,利用训练好的模型对于评论文本进行情感分析,并构建LDA主题分类模型提取文本主题与关键词,对在线评论进行文本挖掘与量化分析。结果表明,评论文本中,对于烟台苹果的正向评价占96.1%,中性评价占0.3%,负向评价占3.6%;根据主题一致性指标,评论文本内容可以聚类为品种认同、服务感知、产品质量、营销感知以及物流质量5个主题。消费者对于烟台苹果的总体满意度较高,加强消费者的品种认同是未来的重要改进方向,并为进一步提升消费者满意度提出了建议。Taking Yantai Apple as the research object,the Python was used to crawl the user’s comment data under relevant products as the corpus,the natural language processing technology of Baidu AI platform was introduced,and the trained model was used to ana⁃lyze the comment text.LDA theme classification model was built to extract text themes and keywords,and conduct text mining and quantitative analysis for online comments.The results showed that in the comment text,the positive evaluation for Yantai Apple ac⁃counted for 96.1%,neutral evaluation for 0.3%,and negative evaluation for 3.6%.According to the theme consistency index,the com⁃ment text content could be clustered into five themes:variety identification,service perception,product quality,marketing percep⁃tion and logistics quality.Consumers’overall satisfaction with Yantai Apple was high.Strengthening the variety identification of con⁃sumers was an important improvement direction in the future,and suggestions for further improving consumers’satisfaction were put forward.

关 键 词：在线评论 农产品消费者满意度 烟台苹果 情感分类 LDA 

分 类 号：F323.5[经济管理—产业经济] F724.6