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

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.