融合BiLSTM和注意力机制的卷烟消费者评价情感分类方法

为从海量评价数据中提取消费者对卷烟产品的情感信息,利用词频、点间互信息和左右信息熵提取烟草领域的专有词汇,通过建立分词补充词典提高文本分词准确性;融合双向长短时记忆神经网络和注意力机制建立BiLSTM-Att卷烟消费者评价情感分类模型,基于2006—2021年2 066个卷烟品牌规格消费者评价数据,对BiLSTM-Att模型进行验证并与其他6种分类方法进行对比。结果表明:统一产品名称后BiLSTM-Att模型F1值提高1.78百分点;BiLSTM-Att模型在情感倾向二分类和三分类中的F1值分别为92.89%和80.12%,具有较高准确性。该方法可为卷烟产品研发、精准营销和品牌发展提供支持。      

中式卷烟消费体验感官评价方法的建立与应用

为了从消费者的角度对中式卷烟产品进行感官质量分析,将消费者的语言转化为专业技术语言,结合模糊综合评价方法,建立了中式卷烟消费体验感官评价方法。结果表明:①该方法包括评价指标、评价术语、指标权重分配、评价要求和数据处理方法,具有较强的可操作性。②采用两级综合模糊评价对感官评价结果进行分析,能够判断卷烟产品的轻松感、舒适感、满足感及整体感官质量所属等级,并计算出相应的评价分值。      

家具产品消费者满意度影响因素挖掘

随着互联网技术的快速发展,家具销售模式转移至线上已成趋势,而家具产品的在线评论不仅暗含了消费者对于网购家具产品的满意度表达,也作为消费者了解产品质量及商家服务情况的重要途径。因此,为了找出影响网购家具产品消费者满意度的影响因素,给予企业管理和产品服务优化方向,从在线评论角度出发,以家具产品为研究对象,运用python编程的方法对家具产品的在线评论进行收集,并对采集的在线评论文本内容进行文本挖掘,整理出10个影响消费者满意度的因素,对家具行业电商发展提出建议。     

基于在线评论文本挖掘技术的电子烟市场消费热点分析

基于互联网采集电子烟产品消费者评论文本数据,采用文本挖掘技术研究了国内电子烟产品的消费者关注热点,通过建立主题模型利用分类评论主题对消费者的消费行为进行剖析。研究表明:①电子烟抽吸口感、产品整体质量和烟液是消费者关注热度最高的3类产品特性;②电子烟口感舒适性、与传统卷烟口味相似性、产品稳定性和安全性、电子烟烟液漏油及雾化芯雾化量是消费者对关键产品特性的评论内容;③大烟型产品(电池功率范围为30～220 W)消费者更关注产品雾化性能,小烟型产品(电池功率低于30 W)消费者更注重产品抽吸口感;④消费者评论涵盖6类主题,包含电子烟产品购买偏好、消费者潜在购买需求、电子烟产品消费群体和影响产品满意度因素等多维度消费行为信息。该分析结果可为烟草企业设计和优化电子烟产品提供支持。     

基于网络评论和问卷调查的卷烟消费体验感官评价指标分析

为了让卷烟感官评价专业技术人员精准把握消费者真实需求,通过网络评论爬取和在线问卷调查两种途径获取代表性卷烟的消费者感官评价数据,采用语义分析法和相关统计学方法,从感官描述词匹配频率和词汇数、指标理解度和几何平均值等方面进行对比分析,初步验证了中式卷烟消费体验感官评价指标的实用性和适用性。研究发现:①网络评论分析和问卷调查两种方法的验证结果较为一致,并相互补充;②对于一级指标,消费者对描述满足感特征的指标最为关注,其次为舒适感和轻松感;③对于二级指标,从消费者关注和感知程度可分为两类,第一类是核心指标,包括"浓郁"、"醇厚"、"刺激"、"柔和"、"清新"、"劲头"、"甜润"、"顺畅"、"余味"、"杂气"、"嗅香"和"细腻"等12个关注多、易感知的指标;第二类为延伸指标,包括"成团"、"丰富"、"绵长"、"透发"、"均衡"和"愉悦"等6个关注少、难以感知和理解、但起到深化和综合作用的专业性指标。      

多感官设计趋势下的食品包装设计创新

论述了多感官包装设计通过开辟视觉之外的感官渠道,可增强对消费者的感官刺激,促进产品与人之间的情感交流,具有更强的趣味性和交互性,更符合人性化设计理念。不同于一般的包装设计,多感官包装设计不仅要重视消费者视觉感官上的体验,更应重视消费者触觉等体验的价值,深化感官体验对情感的影响,从多感官体验上有效提高产品的辨识度。并指出多感官包装设计应遵循整体性、实用性、创新性的设计原则。     

基于文本挖掘的线上旅游评论分析

旅游评论作为非结构化数据,若要对其进行分析,需要先从中提取中结构化的部分,且由于旅客的规模的逐步扩大,旅客的评论数量也随之增大,从其中获得有效的、准确的、重要的信息显得十分困难。本文运用python网络爬虫技术对美团网上陕西省六个最具代表性的5A级景区的评论进行爬取,然后通过对数据进行处理,基于LDA模型得到主题类别,再根据主题类别进一步进行情感分析,以此挖掘出游客们对陕西省景区评价隐含的语义,为旅游景点管理者提供决策依据。本文使用LDA模型从旅游的网络评价文本中获取了文本中隐含的游客关注的问题,以及游客对于不同维度的情感倾向。使用LDA模型分析评论数据后得到了五个主题,还得到了各个主题下最有可能出现的特征词,可以直接反应出游客对陕西省景区的情感,从而总结出陕西省景区的网络口碑,了解到陕西省景区的优势与不足,并给出了相应的建议。     

基于文本挖掘的医用防护服消费者评论分析北大核心CSCD

为深入了解当下消费者对医用防护服的看法及需求,本文使用文本挖掘对14个医用防护服品牌的11513份评论内容进行词频分析、共现网络分析、情感分析和网络分析,准确揭示了消费者的购物体验感知与需求。研究表明:产品质量和快递效率是影响消费者购后评价的最重要因素,其次是商家服务、应用场景,而价格实惠只在正面评价中发挥重要作用;产品质量、包装是消费者非常关注的;消费者的不满集中在产品质量差、快递效率低、商家服务差,同时,消费者表达出在日常生活和乘坐飞机场景下对医用防护服的需求。这一探索性研究为消费者体验提供了新的研究思路,也为医用防护服企业的营销管理实践提供了有价值的参考。     

服装网购消费者销售评价比的影响因素

在线评价作为一种新的口碑方式对网购消费者的购买意向及电商企业的商誉影响越来越大,提高网购消费者在线评价比例成为电商营销面临的重要问题。以某大型服装网购企业销售数据及相应的消费者在线评价数据为样本,分析了产品SKU深度、价格、畅销程度等3个自变量以及产品性别、产品档次等2个调节变量对销售评价比的影响。结果显示,网购消费者参与在线评价的比例并不高,其销售评价比为55.6%;3个自变量对销售评价比都产生了显著的正面影响;2个调节变量对销售评价比的影响分别为：女装销售评价比受SKU深度的影响程度不如男装,但更容易受畅销程度的影响;高档产品销售评价比较低档产品更容易受SKU深度的影响,但受畅销程度的影响不显著。     

降温材料在短支卷烟滤嘴中的应用研究

【目的】研究降温材料应用于短支卷烟中的降温效果。【方法】以配位开环聚合法制备聚乳酸样品，通过改变催化剂用量制备出两种不同结晶度的聚乳酸；以自主开发的装置测定含三种降温材料的短支卷烟的卷烟唇面和卷烟烟气温度；采用国标和行业标准方法进行烟气有害成分检测。【结果】(1)样品C的聚乳酸具有最好的降温效果。(2)聚乳酸材料的吸附能力弱于二醋酸纤维，其烟气中焦油含量有所提高，但通过计算单位焦油量的危害性指数，发现其数值低于传统的二醋酸纤维滤棒卷烟。【结论】采用聚乳酸降温材料应用于短支卷烟中，降温效果明显。     

What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data

Online review data refers to customer opinions (e.g., text reviews, numerical ratings, and personal information) left on online retailing and review platforms. Here, we provide insight for food-related consumer sentiment study by using online review data. We present a case study using Yelp restaurant review data on what affects restaurant customers’ sentiment responses to dining out. In our case study, a sentiment-analysis method was used to extract and generate sentiment indices from 175,879 text-based Yelp restaurant reviews. We examined the relationships between our sentiment indices and ratings and showed that online review data can provide information about consumer dining sentiments. By using semi-automatic content analysis method, we first counted the most frequent 300 words in all text reviews and manually categorized those most frequent words into five topics: “food,” “service,” “expenditure,” “social,” and “miscellany”. We then computed the fraction of topic words in each category over the total topic words for each review. We found that (1) consumers used more positive sentiment words than negative sentiment words in their Yelp restaurant text reviews. (2) The proportion of positive sentiment words in reviews was positively related to ratings; the proportion of negative sentiment words in reviews was negatively related to ratings. (3) Relative to food, consumers used more sentiment words (both positive and negative) when they were discussing restaurant service. (4) Consumers used the least sentiment words when they were discussing social-related topics compared with the other topics (food, service and expenditure). (5) Consumers rated restaurant service higher than they rated food.     

基于KSVM的网络评论情感分类研究

结合机器学习方法中的SVM算法和KNN算法各自的优势,提出一种KSVM分类算法,采用具有语义倾向的词并综合其词性作为特征项,将一些网络评论进行情感分类,以判断一篇评论是正面还是反面.实验表明,运用该算法对网上的一些评论进行分类,可以达到较高的准确率.     

The serious side to funny cartoons: understanding public perception of wine through cartoon content analysis

Understanding public perception of a wine festival, organic wine, or the impact of climate change on wine quality can be a complex task. Wine consumers’ opinions, thoughts, feelings and attitudes seem to appear in traditional channels, such as newspapers and magazines, as well as in digital channels, such as blogs, tweets, text messages, social media comments, and consumer ratings. These come in all sorts of formats, but most commonly through text (e.g. posts, tweets) and images (e.g. pictures and videos). Content analysis can be an effective way to understand these widely shared means of expressing sentiment towards a wine and the wine industry. This article examines 300 wine cartoons using a content analysis method that classifies their content into four analytical dimensions: narrative, domestication, binary struggle, and normative transference. This cartoon content analysis reveals details of how different types of wine customers consume and evaluate wine across contexts (e.g. wine in restaurants or at home). This analysis also explores public perception trends regarding wine: social status associations, emotional consumer responses, and consumption-specific concerns. We conclude by discussing future research directions and managerial implications.     

基于京东在线评论的茶叶包装设计理论模型

目的:满足茶叶消费者和生产商对包装设计的系统性需求。方法:基于网络评论研究法,利用后羿采集器抓取京东平台茶叶包装网购评价数据,通过清洗获得5 560条评论共280 876字,对评论文本进行文本预处理、构建语义分析,包括提取中文分词、提取关键词汇、构建核心语义等步骤,并在此基础上利用扎根理论对有效评论进行文本编码、开放性编码、主轴编码、选择性编码,以此构建茶叶包装优化设计理论模型,并进行理论饱和度检验。结果:包装特点、容量大小、包装材质、做工品质是茶叶包装设计过程中的重要要素。结论:该理论模型的核心范畴要素能够适用于白茶及乌龙茶类的包装设计,有效满足消费者及生产商的系统性需求,且具有良好的应用价值。     

川渝地区卷烟消费者吸食口味特征调查分析

应用XLSTAT 2009统计分析软件,分析了甲、乙、丙3个城市1500名消费者对零售价为10元/盒的A、B、C、D 4个卷烟产品的吸食口味测试的调查问卷,研究了消费者吸食口味的特征和对各产品的喜好程度以及不同消费者在口味上的要求与差异。结果表明:（1）消费者对4个卷烟产品的评价得分差别不大,A香气浓度略浓,B烟香协调性略高,D和C略有轻微苦涩感,且刺激度略大。总体认为4个卷烟产品均没有较大的香料味道、苦涩感和刺激度。（2）该价位卷烟的消费者可分为4类。第1、4类消费者的偏好较为一致,喜好产品B和A,甲、丙城市居多;第2类消费者更加偏好没有香料味道的卷烟,偏好B,丙城市居多;而第3类消费者则对于卷烟中的香料味道更加偏好,有别于其他三类,丙城市居多。（3）从口味测试结果来看,无论在规模、区域适应性、消费者喜好度等方面A和B均优于C和D。      

The use of an ethological approach to evaluate consumers’ appreciation of luxury facial skincare and discriminate between products: A preliminary study

The hedonic dimension of products is a central challenge for cosmetic companies. It is widely measured by liking ratings of the products by consumers, but although this method does help to understand consumer choices, it also carries several experimental biases and provides no information on consumers’ feelings. Here we tested the relevance of combining consumers’ liking ratings with a detailed behavioral approach involving analysis of activities, postures, gazes, and head and body movements of consumers during skincare application to discriminate two products. The sensory characteristics of the two products were also described by a panel of experts.Results showed that behavioral analysis was able to discriminate the two products in terms of satisfaction whereas liking ratings assessment failed to distinguish them. Behavioral analysis also provided relevant complementary information on consumers’ feelings during and after product application, such as interest, detachment or physical comfort. When linked to the sensorial evaluation, the study of behavioral reactions helped understand how the two products’ respective sensory characteristics were perceived by consumers. This preliminary study brings new insight with promising perspectives for research on cosmetics and consumer products in general.     

基于用户画像的卷烟消费者特征识别和价值评估

为了解国内各城市卷烟消费者特征, 通过线上调研和分层采样获取全国12个目标城市消费者基础属性和消费行为数据, 分析比较不同城市消费者画像差异, 并基于K-means聚类分析和LDA(Linear Discriminant Analysis)判别模型, 量化表征不同城市群消费者和城市关键特征, 以评估消费者价值类型。结果表明:①由于各城市经济水平、人口密度和区位优势不同, 各城市卷烟消费者画像存在明显差异；②聚类结果显示12个城市消费者可分为3类, 分别为中青年和中高价值消费群体为主的城市群类1, 中年和中低价值消费群体为主的城市群类2, 以及消费群体价值成长性较高的城市群类3；③LDA判别表明城市经济社会指标、消费者消费水平、年龄和不同价类卷烟产品偏好是消费者价值评估的4个关键特征。该方法可为有效识别不同市场消费者价值类型、制定卷烟产品市场投放策略提供参考。      

Exploring emotions on wine websites: finding joy

There is little research on the emotions expressed by wine estate websites and whether the emotions conveyed are related to or can significantly predict the positive or negative sentiment articulated by these websites. In order to examine the emotions and sentiment of wine estate websites, content from the websites of 10 wine estates from 5 countries well known for their diverse and high-quality wines (South Africa, Australia, New Zealand, France, the USA) were selected and analyzed using IBM’s Watson. IBM’s Watson assessed the emotions and sentiment expressed on each website, and an output was then used in a multiple regression analysis with emotions predicting sentiment. The findings show that emotions are not related significantly to the overall sentiment on the winery websites. Finally, this research shows how wine estates and wine marketers can test whether the content of their websites mirrors the emotions that they desire to express to consumers and visitors, which can assure that appropriate expectations are set for the consumption experience.     

网购时代影响消费者购买中国风时装因素研究

为探讨网购环境下影响消费者购买中国风品牌时装的因素,收集相关文献,构建网购消费者购买因素模型,提炼出影响消费者购买行为的因素维度,并细化为15个指标。通过李克特量表调查分析各维度及指标的影响程度,得出4个维度均对消费者购买行为有不同程度的影响,且网店信誉对消费者行为影响最为显著。根据分析结果对中国风时装品牌网店、产品、品牌维度提出建议,以期对中国风时装品牌定位及发展提供理论参考。