摘要
[目的/意义]基于海量直播弹幕挖掘消费者对电商直播服务评价和满意度的影响因素,对电商直播平台长远发展具有重要意义。[方法/过程]研究一:基于服装类、化妆品类、3C产品类、家电类、生鲜类、零食类等产品直播弹幕,通过改进TF-IDF算法、SnowNLP情感分析、LDA主题提取等方法,挖掘消费者满意度影响因素;研究二:根据研究一满意度影响因素构建计量回归模型,对消费者满意度影响因素进行交叉验证。[结果/结论]研究一:发现电商直播消费者满意度影响因素:主播知名度、主播可信度、商品性价比、商品预告、互动质量、主播口碑、直播节奏、物流发货速度、商品可抢购性、商品展示、商品讲解专业性、商品质量、商品上架时间、售后服务;研究二:证实满意度各影响因素与消费者购买行为正相关;商品预告、直播节奏、商品上架时间与消费者观看意愿不相关。
[Purpose/significance]Based on the massive live broadcast barrage mining the influencing factors of consumers’evaluation and satisfaction with e-commerce live broadcast services is of great significance to the long-term development of e-commerce live broadcast platforms.[Method/process]Study 1:Based on the live broadcast barrage of clothing cosmetics 3C products household appliances fresh foods snacks and other products the influencing factors of consumer satisfaction are mined by improving TF-IDF algorithm snowNLP emotion analysis LDA theme extraction and other methods.Study 2:According to the influencing factors of satisfaction in study 1 an econometric regression model is constructed to cross verify the influencing factors of consumer satisfaction.[Result/conclusion]Study 1 finds that the influencing factors of consumer satisfaction of e-commerce live broadcast are:anchor popularity anchor credibility commodity cost performance commodity forecast interaction quality anchor reputation live broadcast rhythm logistics delivery speed commodity snapping up commodity display commodity explanation professionalism commodity quality commodity shelf time after-sales service.Study 2 confirms that it is proved that the influencing factors of satisfaction are positively related to consumers’purchasing behavior;The product preview live broadcast rhythm and product launch time are not related to consumers’willingness to watch.
作者
王胜源
何江林
Wang Shengyuan;He Jianglin(College of The Media and Arts Liaoning Technical University,Fuxin Liaoning 123000;School of Marketing Management Liaoning Technical University,Huludao Liaoning 125105)
出处
《情报探索》
2022年第8期18-26,共9页
Information Research
基金
教育部人文社会科学研究项目“新媒体环境中伪科学信息传播的社会治理研究”(项目编号:18YJC860032)成果。
