中国酿造2026，Vol.45Issue(2)：317-323,7.DOI:10.11882/j.issn.0254-5071.2026.02.044
基于在线评论的白酒类产品消费偏好特征分析
Analysis of consumption preference characteristics of Baijiu products based on online comments
摘要
Abstract
In the context of e-commerce,the online sales market is highly competitive,so it is crucial to accurately grasp consumer preferences for marketing management.In this study,consumption preference characteristics were explored through Latent Dirichlet Allocation(LDA)model with word frequency,word cloud,LDA topic modeling and sentiment analysis based on the online review texts of 15 well-known brands of Baijiu prod-ucts in the Tmall flagship store.The results showed that consumers paid more attention to packaging,taste,logistics,price,etc.Its consumption pref-erences mainly covered aspects such as brand reputation,price promotion,shopping experience,product taste,product category,logistics service,product quality,and packaging design.Consumers generally held positive emotions,and the proportion of negative emotions in shopping experience and packaging design was the highest.Further,from five dimensions including shopping experience,packaging design,product quality,price promotion and logistics service,suggestions such as improving customer service,optimizing packaging design,strengthening quality control,timely price promo-tion and enhancing the efficiency of logistics service were put forward,aiming to provide guidance for Baijiu enterprises to optimize consumers' online purchasing experience and improve marketing efficiency.关键词
白酒/在线评论/消费偏好/隐含狄利克雷分布模型Key words
Baijiu/online comment/consumption preference/Latent Dirichlet Allocation model分类
轻工纺织引用本文复制引用
刘旭玲,申诗晨,杨芳,刘佳婕,杨明明,郭智溶,古丽努尔·阿卜迪艾尼..基于在线评论的白酒类产品消费偏好特征分析[J].中国酿造,2026,45(2):317-323,7.基金项目
2025年新疆维吾尔自治区社科基金一般项目(2025BXW145) （2025BXW145）
