Analysis Of Consumer Behavior Of Fitness And Leisure Foo

With the rapid development of China’s economy and the continuous improvement of people’s living standards,the concept of diet has also changed from "full"to "good" and then to "healthy".With the improvement of people’s quality of life and the increasing proportion of service-oriented sports consumption,consumers’requirements for fitness service quality are also increasing.As a representative of low calorie and low fat,fitness snack food is also favored by people.However,at present,China’s fitness and leisure food industry has some problems,such as small scale,large quantity,low industry threshold and serious homogenization of market products and channels.Behind the rapid growth of fitness and leisure food sales,there are many factors affecting consumers’ purchase.Through questionnaire survey and text mining to collect and sort out the consumption information related to fitness leisure food,and analyze the potential needs of fitness consumer groups.This paper mainly completes the following work:Firstly,based on the current market situation of fitness and leisure food,a questionnaire survey is carried out,which mainly understands the consumption motivation,consumption habits and consumption channels of fitness leisure food consumers.Constructs a classifier through consumers’ data information,and excavates the potential consumer groups of fitness and leisure food.The results of the questionnaire show that most of consumers’ shopping channels are e-commerce platforms,and the most popular product is chicken breast,which lays the foundation for the following text analysis.Secondly,climb the chicken breast evaluation of Taobao platform and make word frequency statistics and word cloud diagram display.Three unsupervised learning methods of TF-IDF,Textrank and LDA theme construction are adopted to extract keywords,compare and mix keywords,and comprehensively show the real feedback and concerns of consumers in the purchase process.Using emotion analysis based on emotion dictionary and naive Bayesian model to observe consumers’ positive and negative emotions,we can further explore the potential factors affecting consumers’ continuous purchase behavior and demand stability.Combined with the text analysis of questionnaire survey and consumer evaluation,this paper studies consumers’ purchase behavior,looks at problems from the perspective of consumers,allows consumers to participate in the research and design of fitness leisure food,helps improve consumers’ purchase experience,and provides reference for improving the level of fitness leisure food.