Analysis of the Factors Influencing Consumer Satisfaction of Fresh Agricultural Products Based on LDA and KANO Models – A Case Study of Gannan Navel Orange

Proceedings of the 4th Africa-Asia Dialogue Network (AADN) International Conference on Advances in Business Management and Electronic Commerce Research Pub Date : 2022-11-25 DOI:10.1145/3572996.3572998

Wang Rui, Xiao Yang-Cai

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Abstract

Different types of influencing factors have different effects on consumer satisfaction of fresh agricultural products. Determining the KANO type of influencing factors is of great significance for improving the service quality of fresh agricultural products e-commerce platform. In this study, LDA model is used to mine the factors that affect consumer satisfaction of fresh agricultural products from consumer review data on JD and other fresh e-commerce platforms. Using the idea of KANO model for reference, KANO membership function is constructed to analyze the KANO to which each factor belongs. The results show that price and fruit type are glamour influencing factors, taste, moisture, logistics, packaging and fullness are expected influencing factors, and freshness is necessary influencing factors. Finally, relevant suggestions on improving the e-commerce service level of fresh agricultural products are proposed for various types of factors.

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基于LDA和KANO模型的生鲜农产品消费者满意度影响因素分析——以甘南脐橙为例

不同类型的影响因素对生鲜农产品消费者满意度的影响不同。确定影响因素的KANO类型对于提高生鲜农产品电子商务平台的服务质量具有重要意义。本研究采用LDA模型，从京东等生鲜电商平台的消费者评论数据中挖掘影响生鲜农产品消费者满意度的因素。借鉴KANO模型的思想，构造了KANO隶属度函数来分析各因素所属的KANO。结果表明，价格和水果类型是魅力影响因素，口味、水分、物流、包装和丰满度是预期影响因素，新鲜度是必要影响因素。最后针对各类因素提出了提高生鲜农产品电子商务服务水平的相关建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 4th Africa-Asia Dialogue Network (AADN) International Conference on Advances in Business Management and Electronic Commerce Research

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