摘要
在数据为王的时代背景下,在线评论因具有信息多样性和参与群体性的特征而备受国内外学者的关注。本文以京东和天猫网络购物平台上的4款智能手机为研究对象,获取有效的在线评论26489条。首先,采用BAE判定算法提取了手机产品的特征词,借助基于互信息和语义相似度的相关性分析对消费者的产品需求偏好进行了归类与判别。其次,基于情感倾向分析得出消费者的7个需求偏好维度的分值,形成了用于表征消费者的多维分值向量,并采用改进的两步聚类法对智能手机的消费者进行了群组划分,总结了各类消费者群组的特征,进而对4款智能手机的消费者群组的构成进行了分析和比较。最后,根据研究结果得出了相关管理启示。
In the data-booming epoch,online reviews have become the scholars’focus home and abroad due to its information diversity and its mass participation character.It aims at delving into the valuable consumption information contained in online comments,discriminating the product demand preference,and thus summarizing the customer segmentation and characteristics.Based on four selling smartphones on the Jingdong and Tmall online shopping platforms,26489 effective online reviews are obtained as text data in this study.First,the features of mobile products with the decision algorithm of boundary average entropy(BAE)are extracted,and consumers’product demand preference is classified and discriminated on the correlation analysis of mutual information and semantic similarity.Then,the scores are obtained on consumers preference discriminating the products’seven dimensions according to the analysis of emotional tendency,meanwhile,a multidimensional score vector is formed to represent consumers.With the improvement of two-step cluster method being used,the classification of consumer groups and the summary of features are completed.Thereafter,the consumer groups of the four smartphones are analyzed and some related revelations are provided according to the research results.The research ideas and methods applied in this paper can be of vital reference and significance for enterprises to effectively discriminate the consumers’product demand preference and scientifically classify the consumer groups.
作者
孙冰
沈瑞
SUN Bing;SHEN Rui(School of Economics and Management,Harbin Engineering University,Harbin 150001,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2023年第3期217-227,共11页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(71774035)
国家社会科学基金资助项目(19BSH110)。
关键词
在线评论
产品需求偏好
消费者群组
BAE判定算法
多维分值向量
online reviews
product demand preference
customer groups
decision algorithm of boundary average entropy
multidimensional score vector
