Research On The Impact Of Fresh Agricultural Products Online Review Text Content On Consumer Satisfaction

With the development of big data and computer technology,the content of online review text has gradually attracted the attention of scholars.Online reviews are the attitudes of consumers about products or services published on shopping platforms,and are the evaluations made by consumers after their subjective experience of products or services.Therefore,compared with the information provided by the merchant,the credibility of online reviews is higher.When consumers are satisfied with the product or service,they will tend to post positive comments;When they are not satisfied with the product or service,they will complain about their experiences in online reviews.Therefore,through the online review content,we can clearly understand the consumer’s demand for products and understand the consumer’s satisfaction tendency.Therefore,online reviews provide a new research idea for studying consumer satisfaction.Recently,scholars have used text mining technology to dig deeper into the elements that affect consumer satisfaction in online review content.The conclusions drawn can help store owners improve product and service quality and consumer loyalty.There is a gap in the field of e-commerce of fresh agricultural products.Fresh agricultural products are an emerging online shopping category in recent years.Compared with other commodities,its perishable,susceptible to deterioration and high requirements on transportation conditions lead to lower consumer satisfaction,which greatly restricts the development of the e-commerce of fresh agricultural products.Therefore,this article takes fresh agricultural products as an example,and uses a combination of text mining technology and empirical analysis to explore the mechanism of online comment text content on consumer satisfaction.Firstly,we use Latent Dirichlet Allocation and sentiment analysis to extract the characteristics of products and services that consumers are concerned about in online reviews,and then summarizes them as factors that may affect consumer satisfaction.Secondly,through empirical analysis methods such as regression analysis,mediational analysis and comparative analysis to analyze how these product and service characteristics have an impact on consumer satisfaction.Through text mining,we found that consumers who buy fresh agricultural products pay more attention to the appearance,taste,mouthfeel,freshness,quality of after-sales service,reliability of product description,speed of logistics,protection of logistics packaging and perceived value when they are shopping online.Through empirical analysis results,it is found that appearance,taste,mouthfeel freshness,quality of after-sales service,reliability of product description,speed of logistics,protection of logistics packaging and perceived value factors all have a significantly impact on consumer satisfaction.It is also found that appearance,taste,mouthfeel freshness,speed of logistics,protection of logistics packaging can affect consumer satisfaction through mediating effect of perceived value.Further subdivide consumer satisfaction into consumer dissatisfaction and consumer satisfaction,and compare and analyze the influencing factors of consumer satisfaction and dissatisfaction are different.Finally,we put some suggestions to promote the development of e-commerce of fresh agricultural products.