Research On Influencing Factors Of Repeated Purchases Of Apparel Category Based On Online Reviews

With the realization of the Internet information technology,payment security,logistics and distribution have gradually improved,and the e-commerce market has grown tremendously.People are increasingly inclined to use the Internet for shopping.So far,clothing,which ranks as one of the top two online shopping categories in China,has become the focus of apparel sales businesses on how to increase the repeat purchase rate.However,the research on how to identify the influencing factors of repeated purchases of apparel category consumers is not yet sufficient.The research on the relationship between the repeated purchase influence factors and the repeated purchase behavior is not perfect.Therefore,this article takes the clothing category online review text data as the research object,attempts to identify the influencing factors of repeated purchases of clothing category consumers from the actual text data,and uses the association rule analysis to explore the influencing factors of repeated purchase of clothing category and the repeated purchase behavior.The relationship between strengths and weaknesses helps businesses to better select the most effective factors for repeated purchases of apparel items under conditions of limited resources allocation,and formulate effective strategies to increase duplication of purchase rates,and provide countermeasures and suggestions.First of all,this article classifies and defines the research on online reviews and repeated purchases at home and abroad.It elaborates on the significance and purpose of researching the repeated purchases of apparel categories.Secondly,it introduces the status quo of the online shopping apparel market and the current status of repeated purchases.It points out the problems in the online shopping market regarding duplicate purchase rates and analyzes the causes of the problems.Thirdly,It elaborates on the basis for sample selection of 5 clothing store shops on Tmall.com,crawls the online review data of the above five stores using web crawler software,and uses Python to extract high-frequency feature words that can describe the attributes of apparel items through a series of processing such as word segmentation and stop words,and identifies the influencing factors of repeated purchases of apparel category consumers by classifying high-frequency words.Then,according to the Apriori algorithm in the association rules analysis,the R language is used to explore the relationship between the influential factors of repeated purchases of clothing items and the repetitive buying behavior.Based on the results,it is analyzed and the model's hypothesis verification process is completed.Finally,based on the analysis of the strengths and weaknesses of the influencing factors of repeated purchase of clothing items and repeated purchases,combined with the theories of management and marketing,It starts from the two aspects of the marketing strategy of clothing category merchants and the construction of shopping platform and proposes relevant suggestions for promoting repeated purchase behaviors of clothing category consumers.