电子商务-基于数据化管理视角的在线评论内容研究.docVIP

基于数据化管理视角的在线评论内容研究 【摘要】 电子商务发展的势头始终向好的同时，在线评论应运而生，许多企业都冀望能从在线评论中发掘出有用的信息为企业的相关决策提供支持。从实现企业数据化管理视角来看，在线评论应先被处理成能进行分析的数据指标，而后通过进一步的分析处理使之能直接作为企业决策的依据。企业之所以要研究在线评论，是因为这些评价能最直接表达消费者对整个购买过程的评价，本文基于消费者行为学中的费希本多属性态度模型理论，从在线评论中抽取了能表现消费者态度的要素，然后将这些要素进行数据化处理成为消费者态度的相关指标。最后，利用企业策略分析中常用的四象限分析方法，结合这些相关指标，进行四象限分析，以此作为企业商业决策依据。本研究选华为手机为研究对象进行实证研究，结果表明，通过对在线评论的文本挖掘处理，结合消费者态度模型，成功地完成了消费者态度相关指标的构建，最后结合优劣势矩阵，将量化结果进一步地运用在企业数据化管理的流程中，为企业决策提供了更多的有力支持。 【关键词】 在线评论；费希本多属性态度模型；文本挖掘；四象限分析法； Research on online comment content based on data management 【Abstract】 While the e-commerce burgeons, online reviews emerge as the times require. Many enterprises are looking forward to finding useful information from online reviews to render support for relevant decisions of enterprises. From the perspective of enterprise data management, online comments should be processed into data indicators that can be analyzed first, and then directly become the basis of enterprise decision-making through further analysis and processing. The reason why enterprises want to study online reviews is that these reviews can most directly express consumers evaluation of the whole purchase process. Based on the theory of Fishers multi-attribute attitude model in consumer behavior, this paper extracts elements that can express consumers attitudes from online reviews, and then processes these elements into relevant indicators of consumers attitudes by data processing. Finally, using the Four-quadrant Analysis method commonly used in enterprise strategy analysis, combined with these related indicators, four quadrant analysis is carried out as the basis of business decision-making. In this study, Huawei mobile phone is selected as the research object for empirical research. The results show that through the text mining and processing of online comments, combined with the consumer attitude model, the construction of consumer attitude related indicators has been successfully completed. Finally, combined with t