现代纺织技术2024，Vol.32Issue(8)：108-116,9.DOI:10.19398/j.att.202310012
基于文本挖掘的俄罗斯羽绒服消费需求
Consumer demand for down jackets in Russia based on cross-border e-commerce
摘要
Abstract
In the history of bilateral trade in China and Russia,Russia has always been an important export market in China.Because of the geographical location of Russia,its people have high demand for winter clothing products.In this context,Chinese suppliers provide more targeted high quality winter clothing for the Russian clothing market,which will further promote the development of bilateral clothing trade.However,in the field of domestic consumer demand research,most of the research targets are domestic consumers,and foreign consumers are in the minority. To promote the development of the foreign trade clothing industry in China and Russia,and effectively guide domestic companies to enter the reverse custom production model,this article used the Russian e-commerce platform Wildberries as the source of data to obtain online comments from down jacket clothing products.After preprocessing online comments,the article used the high frequency vocabulary extraction and cluster algorithm to extract consumer evaluation dimensions from it,obtaining three primary evaluation dimensions,and ten secondary evaluation dimensions.During the analysis of consumer demand,sentiment analysis was conducted on the manually annotated online comment dataset through three indicators:consumer evaluation dimension weight,emotional positivity rate,and to-be-improved progress,ultimately obtaining feedback information from clothing consumers.The results indicate that product quality has the greatest impact on the overall emotional orientation of consumers in the primary dimension,followed by product appearance and service quality.In terms of product quality,although warmth retention is the most important clothing characteristic of down jackets,it ranks only third in the overall emotional tendency of consumers;fit ranks first and it is the one that needs to be improved the most.Among the other secondary dimensions,color and customer service have the greatest impact on the overall emotional orientation of consumers,and they both need to be further improved.In the future,China's foreign trade clothing enterprises should not only increase corresponding sizes in the design and production process,but also consider consumer preferences for colors and warmth needs.Sales parties should pay attention to improving customer service quality in the service provision process to enhance consumer satisfaction,so as to facilitate domestic enterprises to enter the reverse customization production mode and promote the development of bilateral trade. In future research,in order to use data more effectively,deep learning technology can be used to automatically analyze online reviews,efficiently and accurately extract keywords and themes,and identify consumer preferences and feedback.In the meantime,it is necessary to expand the dataset and incorporate it into the training sample,so that we can better understand the all characteristics of the demand for down jacket consumers.关键词
跨境电商/文本挖掘/在线评论/情感分析/消费者需求Key words
cross-border e-commerce/text mining/online review/emotion analysis/consumer demand分类
轻工纺织引用本文复制引用
康雷,张瑜..基于文本挖掘的俄罗斯羽绒服消费需求[J].现代纺织技术,2024,32(8):108-116,9.基金项目
新疆大学横向项目(202010140003) （202010140003）
