Analysis Of Factors Influencing Consumers' Satisfaction With Online Shopping Based On Online Reviews

With the maturity of Internet technology,the improvement of the logistics network and the change of people's minds,online shopping is popular with consumers because of its abundant goods,affordable prices,and convenience without leaving home.The emergence of 5G technology brings a new full-scene immersive online shopping mode.At present,the main online shopping platforms in China include Taobao,JD.com,Suning.com,Pinduoduo.According to data from the Chinese Bureau of Statistics,in 2019,the Chinese online retail sales were 10.62324 trillion yuan,an increase of 16.5%over the previous year,accounting for more than 25%of total retail sales of consumer goods.Almost every enterprise is trying to develop the online market.Online evaluations are the direct reflections of consumers' satisfaction with the product after shopping.It not only affects other consumers' shopping decisions,but also has important significance for the enterprise.Through text mining of online evaluations,the influencing factors of consumer satisfaction on products are obtained,and it is of practical significance for companies to understand consumer needs and improve service quality to achieve sales growth.This paper takes JingDong Online Mall's glasses reviews as the research object.A crawler program was designed,and extract 11,384 of the 20 most sold glasses in Jingdong Online Mall.Through the TFIDF algorithm,the top 200 keywords with large characteristic values were extracted.Conceptualizing and summarizing the keywords,i made a preliminary analysis of the factors affecting the satisfaction of online shopping glasses.Based on machine learning algorithm,naive Bayesian emotion classifier is trained and its performance is evaluated.THE naive bayesian emotion classifier was trained to divide the comment text into positive sets and negative emotion sets.LDA thematic model was used to extract themes from the positive and negative affective evaluation sets respectively to analyze satisfaction factors and dissatisfaction factors.There are 17 factors influencing the consumers' satisfaction of shopping glasses online,which are summarized into four categories:product quality category,price value category,packaging and logistics category and customer service category.The analysis results may provide reliable suggestions for the glasses sellers of Jingdong online Mall to satisfy their consumers.The analysis results are also meaningful for potential consumers to understand the advantages and disadvantages of shopping glasses online.