Research On The Quality Evaluation Of HXE Clothing Products Based On Online Review

In the context of accelerating globalisation,competition between companies is becoming increasingly fierce.To succeed in this highly competitive market,companies must have a deep insight into consumers’ needs for their products.On the other hand,with the booming development of information technology on the Internet,e-commerce platforms have become an important shopping channel for consumers.More and more consumers choose to buy products on e-commerce platforms and leave a large amount of review data,which helps companies to more realistically assess product quality and consumer demand for their products.Therefore,it is important to conduct research on product quality evaluation and improvement based on online review data.HXE,founded in June 2000,is a leading sports brand in China that develops,produces and sells sports shoes,sportswear and a wide range of sports accessories,etc.Since the launch of its e-commerce practice,HXE’s online sales revenue has been rising,with an average annual growth rate of over 90%.HXE has accumulated a large amount of online reviews on major e-commerce platforms.Rational mining and analysis of these online reviews can help HXE to provide higher quality,guaranteed products and win more consumers’ favour.Therefore,this paper takes HXE’s apparel products as the research object from the perspective of consumers’ perceptions.Based on the analysis of its online review data on Taobao flagship shop,we study consumers’ evaluation of the quality of HXE’s apparel products and provide directions for the improvement of HXE’s apparel products.Firstly,the initial quality evaluation index system of HXE’s apparel products was constructed by combing the theories and related literature on product quality evaluation;secondly,the initial quality evaluation index system was revised through text mining to construct a clothing product quality evaluation system containing three dimensions and 12 indicators of product quality,product service and brand image;once again,based on the identified indicator feature words,each indicator was filtered Finally,based on the ranking of index scores and weighting,a quadratic diagram model for product quality analysis was constructed,and quality improvement suggestions were made accordingly.This study not only provides a theoretical and practical basis for evaluating and improving the quality of HXE’s apparel products,but also provides a useful reference for other B2 C companies to implement product quality evaluation and improvement.