Research On The Influencing Factors Of Fresh Food E-commerce Customer Satisfaction Based On Online Reviews

E-commerce has developed rapidly and has become very mature,and major e-commerce giants have occupied a place in the market.Only fresh e-commerce is still actively exploring and trying.The development of fresh food e-commerce has faced many opportunities and challenges,especially the epidemic in 2020,which has pushed fresh food e-commerce to the forefront.It is imperative to improve customer satisfaction.With the increasingly close connection between the Internet and life,users are more willing to share their feelings after online shopping.Online reviews of e-commerce contain rich information.Moreover,text mining technology is currently widely used.Therefore,the factors affecting the customer satisfaction of fresh e-commerce can be studied by analyzing and mining online reviews,so as to improve the customer satisfaction of fresh e-commerce.Through text mining and empirical analysis,the influencing factors of fresh food ecommerce customer satisfaction are explored in this paper.First of all,the factors that may affect fresh food e-commerce customer satisfaction are obtained through text mining,and then combined with the relevant theory,previous research and practice,the fresh food e-commerce customer satisfaction is constructed.Finally,empirical analysis is carried out in combination with the crawled data,including regression analysis and mediation effect test,etc.Jingdong Fresh was selected as the research object,and the python crawler was used to obtain online comments,and the comments were cleaned and processed.High-frequency words are selected,and after vectorization,the influencing factors of customer satisfaction are extracted by the Canopy+K-means clustering method as quality,logistics,packaging,service and perceived value,and the word vector method is used to obtain similar words with influencing factors,and the method based on sentiment dictionary quantifies the influencing factors,so as to obtain the sentiment value of the influencing factors.Through empirical analysis,it is found that quality,logistics,packaging,service and perceived value all positively affect customer satisfaction,and perceived value plays a mediating role in the impact of quality,logistics,packaging and service on customer satisfaction.Research on different categories of fresh products shows that the influence mechanism of customer satisfaction of each category is the same,and there are only slight differences in the degree of influence.Finally,from the five perspectives of quality,logistics,packaging,service and perceived value,targeted suggestions are put forward to improve the customer satisfaction of the fresh food platform.