Research On Influencing Factors And Service Evaluation Of Consumers’ Online Shopping For Clothing Based On Online Reviews

At present,the rapid development of Internet technology has a great impact on human life,more and more people like to shop online,e-commerce market has unlimited development potential.Clothing as the necessities of people,in the category of e-commerce sales occupies the domestic leading position,has received extensive attention of consumers and businesses,online clothing has become an inevitable trend,but as a result of virtual online and fierce market competition,clothing e-commerce enterprises faces huge challenges.Current e-commerce platform characteristic of consumers online comments section provides consumers and businesses with an effective feedback channel,the comment text contains a lot of information,provides reference for potential consumers purchase decision,for companies is also an important source of business intelligence,help e-commerce enterprises to understand the consumer demand,Therefore,the study of online review text is of great value.Based on the above realistic background,this paper uses methods such as web crawler,LDA text topic classification,sentiment analysis,TF-IDF key feature words extraction,and takes online comment data of TOREAD clothing e-commerce consumers as an example to conduct text mining to explore the key influencing factors of consumers’ online clothing and service evaluation research.The conclusions of the study are as follows :(1)The key factors affecting consumers’ online clothing shopping are explored.It can be divided into two categories.On the one hand,it mainly focuses on the characteristics of products,including clothing quality,clothing size,clothing style,clothing price and clothing brand.On the other hand,the purchasing experience of consumers includes express delivery logistics and customer service of merchants.(2)It explores consumers’ emotional evaluation of products and services of clothing e-commerce enterprises.The average emotional score of consumers for each theme feature is in descending order as follows:clothing style,express logistics,clothing quality,clothing size,clothing brand,clothing price,customer service.(3)The main influencing factors of favorable and unfavorable comments in online comments of consumers’ online clothing are explored.It is found that the main influencing factors of consumers’ favorable comments include excellent clothing quality,suitable clothing size and fashionable clothing style.The main influencing factors of consumers’ bad comments include the poor consumer experience caused by the short-term price reduction of goods,some consumers are not satisfied with the quality and details of clothing,and the poor customer service of merchants.(4)The paper puts forward management countermeasures and suggestions for clothing e-commerce enterprises,including improving clothing quality,improving clothing design,enhancing clothing brand image,perfecting customer service system and developing marketing strategies.There are 7 figures,18 tables and 73 references in this thesis.