Analysis Of User Online Shopping Requirements Based On Text Mining

With the rapid development and improvement of social and economic level in out country,Internet technology has also developed at a fast speed.On the other hand,the online shop demand of Chinese residents is also expanding,which also leads to increasingly fierce competition in e-commerce platforms.In this context,it can help enterprises improve their competitiveness by studying the actual needs of users and their satisfaction with products and grasping user needs.Therefore,this paper selects the user comments of air purifier category on JD ecommerce platform as an example,uses the BTM model to obtain the subject of the comment text data,and uses the LSTM model to score these data emotionally,and then combines the Kano model to obtain the user demand and satisfaction of each subject.At the same time,by comparing the user needs of different brands,understand the differences and analyze the user needs in depth.The conclusion shows that when users buy air purifiers,they mainly focus on the following directions: first,the use effect of air purifiers;The second is the additional attributes of air purifier,including quality,design,etc;Third,air purifier pricing;Fourth,the logistics situation and service quality of merchants;Fifth,the brand reputation of air purifier.At the same time,through the comparison of user needs of different brands,it is found that users pay different attention to different priced goods.For higher priced goods,they pay more attention to their practicality,while for lower priced goods,they pay more attention to their additional attributes and services.Finally,after the above analysis of user needs,the following suggestions are proposed for the subsequent development of the enterprise: ensuring the most basic functions of the product to meet the basic requirement of users;Pay attention to the service quality and logistics distribution efficiency of the store;Innovate products to enhance their attractiveness to users;Strengthen publicity and enhance brand reputation;Define product positioning and achieve differentiation.