目录
摘要 Ⅱ
关键词 Ⅱ
Abstract. Ⅲ
引言
一、引言 1
二、文献综述 1
（一）消费者行为理论研究 1
（二）基于在线评论文本情感分析的研究 2
三、研究设计 3
（一）研究设计框架 3
（二）数据采集和处理 4
四、数据分析 5
（一）实证分析 5
1.描述性分析 5
2.相关分析 7
（二）文本分析 9
1.词云分析 9
2.文本情感分析 12
3.语义网络分析 14
五、结论与建议 16
（一）结论与意见 16
（二）局限于展望 17
参考文献： 17
致谢 18
生鲜农产品的网络销售分析——以草莓为例
摘要
随着数据挖掘和数据分析技术的应用，大批量的网络文本分析成为可能。本研究借助网络爬虫和数据分析软件，以草莓生鲜电商为对象，展开定量和定性两个方面的研究。在定量分析方面，通过采集天猫和京东商品的产地、价格、销售量、评论数量、店铺评分数据，借助SPSS分析工具，通过描述性分析发现：草莓生鲜产品的产地分布具有明显的大区域集中、小地区零星分布的特征；由相关分析发现：商品评论数、图片评论数、追评数对商品销量均有显著的正向影响，而追评数的增加会降低好评率、降低店铺满意度评分、提升差评率。
在定性分析方面，借助微词云、ROST content mining、UCIENT等文本分析工具，由研究发现：一是消费者对草莓生鲜产品关注因素的重要性依次为产品品质、物流、售后服务、价格；二是天猫商城与京东商城在消费者群体特征上具有差异性，同时反映在在草莓生鲜产品的选购差异上，天猫商城消费者倾向于个人消费，京东的消费者更倾向于礼品消费；三是关于草莓生鲜产品整体满意度评价，在积极情绪占比上，天猫商城更优于京东商城。
REASEARCH ON ONLINE SALES OF FRESH AGRICULTURAL PRODUCTS——TAKING STRAWBER *51今日免费论文网|www.51jrft.com +Q: ￥351916072$ 
RY AS AN EXAMAPLE
ABSTRACT
With the application of data mining and data analysis technology, largescale network text analysis becomes possible. In this research, with the help of web crawlers and data analysis software, strawberry fresh ecommerce is the object of quantitative and qualitative research. In terms of quantitative analysis, by collecting data on the origin, price, sales volume, number of reviews, and store ratings of Tmall and JD.com products, with the help of the SPSS analysis tool, through descriptive analysis, it was found that the distribution of the origin of strawberry fresh products has obvious large areas The characteristics of concentration and sporadic distribution in small areas; related analysis found that: the number of product reviews, the number of image reviews, and the number of reviews have a significant positive impact on product sales, and the increase in the number of reviews will reduce the praise rate and reduce store satisfaction Score, increase the rate of bad reviews.
In terms of qualitative analysis, with the help of text analysis tools such as micro word cloud, ROST content mining, UCIENT, the research found that: First, the importance of consumers attention to strawberry fresh products is in order of product quality, logistics, aftersales service, and price; second It is the difference between Tmall Mall and JD Mall in the characteristics of consumer groups, and it is also reflected in the difference in the purchase of fresh strawberry products. Tmall Mall consumers tend to personal consumption, and JD consumers prefer gift consumption Third, regarding the overall satisfaction evaluation of fresh strawberry products, Tmall Mall is better than Jingdong Mall in terms of the proportion of positive emotions.

原文链接：http://www.jxszl.com/jmgl/dzsw/605041.html