Association Analysis Between Logistics Service Reviews And Posting-purchase Behavior On B2C Platforms

In the online shopping platform,purchased customers' logistics service reviews usually affect the new customer purchase decision-making behavior.As an important part of the online commentary,how the logistics service reviews affect the customers purchase-decision is a problem that the E-commerce enterprises pay close attention to.According to the statistics of Chinese E-Commerce Complaint and Public Service Platform,it is found that the problem of logistics express has become an important factor restricting the development of B2 C enterprises.How to improve the quality of logistics services and increase customer satisfaction has become an urgent problem to be solved.This paper aims to extract the most concerned logistics service factors and the common customer posting-purchase behavior,to find the relationship between them,to provide a new path for B2 C enterprises to optimize the logistics service and to improve the quality of logistics services.First,this paper use the Knowlesys information collection system to collect the woman's clothing online reviews on Jingdong eMall.Second,this paper clean up the collected data,delete the missing value,filter ads,video and other interference data with PROC regular expression.Third,this paper add the user' dictionary and segment the data which is cleaned with he ICTCLAS word segmentation system.According to the result of the word segmentation,this paper united the candidate words sets with the subject words and emotion words' which build by the two-ways iterative algorithm,and constructs the user emotional dictionary based on the reality emotional dictionary.To judge each online review emotional polarity with Weibo emotion calculation system,and to statistics the words frequency.Based on the results of words frequency statistics,to find the words frequency statistics of the vocabulary related to logistics service with the Chinese E-Commerce Complaint and Rights Protection Public Service Platform and the relevant literature,as well as the post-purchase behavior words frequency statistics.To sort out the logistics service elements which the customers concerned most and the common post-purchasebehavior.Forth,to extract the effective key-words according the result of words segmentation.To establish the online commentary correlation matrix by combining the elements of logistics service and the post-behavior behavior based on the key-words.Finally,mining the Strong association rules between the logistics logistics service elements and post-purchase behavior with the FP-growth algorithm.After the content analysis,association mining and association analysis,we can draw the following conclusions draw:(1)In the online reviews,the most concerned elements of the logistics service by customers are: packaging integrity,sending speed,transporting speed,delivering speed,the courier service attitude,after-sales service and the service of returning speed.(2)The logistics service elements which have strong association rules with the repurchasing behavior are sending speed,transporting speed,delivering speed and the courier service attitude.(3)The logistics service elements which have strong association rules with the recommendation are packaging integrity,sending speed,transporting speed and delivering speed.The results of research will help B2 C enterprises to find he key point of logistics service optimization,to provide reference for improving the quality of logistics services.