Research On Consumer Purchase Decision Factors Based On The Analysis Of Online Comment Text

With the rapidly development of Internet technology,online shopping platform,network payment technology,logistics distribution and other aspects of online shopping has been constantly improved,so more and more people tend to shopping online.At present,the research on online consumer behavior has just started,how to identify the consumer’s purchase decision factors are not sufficient,how to classify the consumer groups is imperfection.Therefore,we try to use the online review text as material,identifed the key factors affecting the consumers’ purchase decision,and based on these key factors to classify consumer types.Then,we could help enterprises better understanding and use online reviews,so as to help enterprises to make appropriate marketing strategies and improve efficiency.Firstly,we analyzes and reviews the existing achievements of consumer behavior,IWOM and online review,defined the basic concepts and features of online comments,and discusses the rationality of selected four mobile phone online comments as our research sample,which is MI 5,HUAWEI mate8,apple 6S and Samsung Note7.Secondly,we used web crawler got the four mobile phone online review data from two online shopping platform Tmall and JD,and we extracted high-frequency feature of goods from it to describe customers.Then we did factor analysis and extracted the key influence consumer purchase decision based on the data collection of high-frequency feature points.Thirdly,we used the K-MEANS algorithm did cluster analysis for consumer groups based on the data of the key decision factors,and we distinguished and summarized the characteristics between different consumer groups.Then,based on the clustering results analyzed and discussed from platform and mobile phone brand,we analyzed the relationship between the life cycle and the consumer groups change trend.Finally,based on the research of consumer purchase decision factors and consumer clustering,we combined with the knowledge of management and marketing put forward some suggestions to advance consumer online purchasing behavior from two aspects,which is about mobile phone manufacturers’ marketing strategy and the construction of online shopping platform.