本研究旨在通过文本挖掘方法研究消费者的需求和偏好。通过收集和预处理天猫商城的服装商品的在线评论数据,应用BERT-LDA模型进行分析,发现消费者在购物体验、服装特性和服装品质方面呈现出多样化的关注度和情感积极率。研究结果表明,虚拟试穿等新型产品体验方式将深刻影响消费者的购买决策。消费者提高了对服装的可持续性的关注程度,倾向于选择实用性强、易于回收利用,且能“一衣多穿”的服装。基于该研究结果,本文为服装电商行业的市场营销提供了有益的参考和指导。The purpose of this study is to study consumers’ needs and preferences through text mining methods. By collecting and preprocessing online review data of clothing products on Tmall and applying BERT-LDA model for analysis, it is found that consumers show diversified attention and positive emotional rate in terms of shopping experience, clothing characteristics and clothing quality. The results show that new product experience methods such as virtual trying on will profoundly affect consumers’ purchasing decisions. Consumers are paying more attention to the sustainability of clothing, and tend to choose clothes that are practical, easy to recycle, and can be worn more than once. Based on the research results, this paper provides useful reference and guidance for the marketing of apparel e-commerce industry.
