發(fā)布時間：2018-04-12 21:11

  本文選題：網(wǎng)絡(luò)購物 + 情感分析��； 參考：《首都經(jīng)濟貿(mào)易大學(xué)》2017年碩士論文

【摘要】：在這個互聯(lián)網(wǎng)高速發(fā)展的時代,電子商務(wù)企業(yè)競爭激烈,顧客對產(chǎn)品的滿意程度(Customer Satisfaction)是關(guān)系到企業(yè)存亡的問題,更會影響一個國家和地區(qū)電子商務(wù)的可持續(xù)發(fā)展。開展消費者滿意度研究,能夠及時了解和掌握消費者對品牌的認知度、忠誠度和滿意度情況,為相關(guān)行業(yè)企業(yè)提升品牌價值提供參考意見,對于推動國家實施品牌戰(zhàn)略,培育一批具有國際影響力的品牌具有重大意義。本論文主要利用大數(shù)據(jù)分析的方法,基于非結(jié)構(gòu)化文本數(shù)據(jù)研究顧客滿意度。具體研究內(nèi)容包括以下方面:首先在充分研究國內(nèi)外滿意度模型以及結(jié)構(gòu)方程模型理論的基礎(chǔ)上,根據(jù)顧客滿意度的影響因素,初步設(shè)定了適合本研究的CSI測評模型;其次,通過Python網(wǎng)絡(luò)爬蟲技術(shù),抓取了4大購物網(wǎng)站(天貓、京東、國美在線、蘇寧易購)中7個電器數(shù)碼類品牌產(chǎn)品的消費者評論數(shù)據(jù);然后,對商品評論利用結(jié)巴分詞的方法進行分詞,結(jié)合評論語義,構(gòu)建了消費者滿意度評論詞庫,從評論詞中提煉出影響消費者對品牌滿意度的實體詞匯并結(jié)合修飾詞進行量化,實現(xiàn)了文本數(shù)據(jù)的結(jié)構(gòu)化;最后,將結(jié)構(gòu)化后的文本數(shù)據(jù)應(yīng)用于之前預(yù)設(shè)的CSI測評模型,并對模型加以改進,得到了適用于文本數(shù)據(jù)的CSI測評模型,通過對模型參數(shù)的估計,測算了顧客滿意度,并利用績效分析方法,按照隱變量——顯變量——實體的思路,總結(jié)出了具體到實體層面的品牌滿意度提升途徑。本論文主要創(chuàng)新之處有兩點,一是在現(xiàn)有的CSI框架下,將傳統(tǒng)的、以問卷調(diào)查為主要手段的主觀數(shù)據(jù)收集手段變?yōu)槭占陀^存在的、海量的消費者對商品評論數(shù)據(jù),能夠更為客觀、真實地反映消費者對所購商品的看法;二是把大數(shù)據(jù)視角下的文本挖掘引入到了傳統(tǒng)的滿意度測度模型中,大數(shù)據(jù)分析手段與傳統(tǒng)CSI模型結(jié)合起來,為滿意度模型的研究提供新的思路。通過研究,本論文認為品牌提升的關(guān)鍵需要從感知質(zhì)量、期望質(zhì)量和品牌形象三方面入手,具體到實體層面,則需從外觀、手感、外殼、通話、電池等產(chǎn)品質(zhì)量方面,物流、客服等服務(wù)方面,促銷、折扣、返券等優(yōu)惠方面以及口碑、宣傳、誠信等品牌形象方面加以提高。
[Abstract]:In this era of rapid development of the Internet, the competition of e-commerce enterprises is fierce, and the degree of customer satisfaction is related to the survival of enterprises, and will also affect the sustainable development of e-commerce in a country and region.Carry out the research of consumer satisfaction, can understand and grasp the consumer's recognition, loyalty and satisfaction of brand in time, and provide reference for enterprises in related industries to promote brand value, and promote the implementation of brand strategy for the country.It is of great significance to cultivate a group of brands with international influence.This paper mainly uses big data analysis method to study customer satisfaction based on unstructured text data.The specific research contents include the following aspects: firstly, on the basis of the domestic and foreign satisfaction model and structural equation model theory, according to the influencing factors of customer satisfaction, the CSI evaluation model suitable for this study is preliminarily established; secondly,Through Python web crawler technology, this paper grabs the consumer comment data of 7 electronic digital brand products from four major shopping websites (Tmall, JingDong, Gome online, Tmall easy to buy).In this paper, we use the method of stutter participle to segment commodity reviews, combining with the comment semantics, construct the consumer satisfaction comment lexicon, extract the entity words that affect the consumer satisfaction to the brand from the comment words, and combine the modifiers to quantify them.Finally, the structured text data is applied to the pre-default CSI evaluation model, and the model is improved to obtain the CSI evaluation model suitable for text data.This paper calculates customer satisfaction, and summarizes the way to enhance brand satisfaction at the entity level according to the idea of implicit variable, explicit variable and entity by using the method of performance analysis.There are two main innovations in this paper. One is that under the existing CSI framework, the traditional subjective data collection method, which mainly uses questionnaire as the main means, is changed into the collection of objectively existing, massive consumer comment data on commodities.It can more objectively and truly reflect the consumer's view of the goods purchased. Secondly, the text mining from big data's perspective is introduced into the traditional satisfaction measurement model, and big data analysis method is combined with the traditional CSI model.It provides a new idea for the research of satisfaction model.Through the research, this paper thinks that the key to brand promotion needs to start from three aspects of perceived quality, expectation quality and brand image, and to the physical level, it needs from the aspects of appearance, handle, shell, telephone, battery and other product quality, logistics, etc.Customer service, sales promotion, discounts, coupons and other concessions as well as word of mouth, publicity, integrity and other brand image to be improved.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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