Research On Rice Consumer Satisfaction On JD Platform Based On Online Reviews

The rapid advancement of network technology and the upgrading of the consumer environment have determined the inevitable trend of the integration of business models and the Internet.In this context,more and more agricultural enterprises have been infiltrating into the field of e-commerce,actively expanding online sales business,and various types of agricultural e-commerce platforms have emerged.Consumer satisfaction is the key factor that determines whether agricultural enterprises or platforms can sustain their operation and development.Therefore,how agricultural enterprises improve consumers' satisfaction with their products or services is still an important issue to be solved in the new era.At the same time,while a few studies have used online reviews to address some of the problems in agriculture,none of these articles have yet introduced machine learning and emotion techniques to study consumer satisfaction.Therefore,this article takes JD Rice's online review as the research object,explores the main influencing factors of JD platform rice consumer satisfaction,and explores the intuitive connection between various factors and consumer satisfaction to better help the rice enterprises on the JD platform.Find a strategic approach to improve consumer satisfaction,thereby promoting rice product sales and improving the comprehensive competitiveness of rice companies.This study using machine learning and natural language processing methods,first of all to analyze consumers' emotion,and then clustering analysis was carried out on the evaluation of high frequency words in the text,to find out the main factors influencing the consumer satisfaction.Based on this,combined with gray Correlation analysis,a research framework for the factors affecting the consumer satisfaction of JD platform rice in the big data environment was constructed.Taking JD rice online reviews as sample data,empirical research was carried out.The supervised Naive Bayes algorithm was used to classify consumers' emotions,which were divided into three categories: satisfaction,dissatisfaction and neutral.The verification accuracy was 86.14%.The K-means algorithm is used to classify high-frequency nouns.The seven main factors that influence the satisfaction of JD rice consumers are service attitude,logistics,packaging,production date,price,brand and taste.Finally,the factors affecting consumersatisfaction are ranked by Grey Correlation Analysis,from strong to weak: taste > logistics >packaging > brand > production date > price > service attitude.Among them,the taste has the most significant influence on the satisfaction of JD rice consumers,and the service attitude has the least impact on the satisfaction of JD rice consumers.Based on the above research and analysis,in order to enhance JD online rice rice customer satisfaction strategy and promote agricultural enterprise development Suggestions as the breakthrough point,put forward to strictly control the quality of the products,improve product supporting service,attaches great importance to the brand effect,the reasonable price range and product control activities and strengthen management platform big data analysis application of five enlightenment.