基于文本挖掘的蒙古族"时装"消费影响因素研究OA

To explore the key factors consumers focus on when purchasing Mongolian"fashion"online,this study utilizes user reviews of related products from Douyin Mall as data and applies text mining methods for analysis.Through sentiment analysis,clustering,and topic modeling,critical dimensions such as product quality,appearance and cut,comfort,price perception,and service experience were identified.The results indicate that while consumers are relatively satisfied with the visual appeal and craftsmanship,shortcomings in price appropriateness,sizing accuracy,and suitability for daily wear significantly impact overall satisfaction.This reveals the structure of value perception for Mongolian"fashion"within the e-commerce context from the perspective of consumer feedback,providing insights for product innovation,pricing,service optimization,and cultural translation. The research obtained 10 363 valid reviews.Topic identification was performed using the LDA model,consumer perceived value was parsed through multimodal text mining,and price stratification was identified via visualization analysis.As for topic modeling,a three-layer"document-topic-term"probabilistic mode was constructed,and the distribution of themes in positive versus negative reviews was compared through sentiment analysis.Sales analysis shows products are mainly distributed across three price ranges:99-199 yuan,200-499 yuan,and 500-999 yuan,with various promotional forms used.A chi-square test indicates a significant association between sales volume and labeling strategy(χ2=28.41,p<0.001). With a threshold of 0.5 for sentiment analysis,it is found that most reviews are positive,reflecting a generally high satisfaction level.Analysis of positive reviews(Set A)shows that perceived value concentrates on five aspects:craftsmanship quality,appearance and cut,practical wearing experience,price acceptance,and recommendation willingness.Negative reviews(Set B)focus on five dimensions:craftsmanship flaws,aesthetic dissonance,functional inadequacy,value imbalance,and cultural alienation.On the whole,online purchase satisfaction is primarily influenced by four factors:product quality,pricing and promotions,packaging and logistics experience,and customer service quality. The study demonstrates that:consumers value both the cultural and aesthetic appeal signified by terms like"good-looking"and"Mongolian,"and practical attributes such as"comfort"and"everyday wear;"while basic quality like"fabric"and"workmanship"is acknowledged,issues like"size deviation"and"physical discomfort"remain constraints on the experience;pricing strategy significantly impacts decisions,with the correlation between promotional labels and sales volume reflecting consumer price sensitivity alongside cultural value appreciation;logistics efficiency and customer service quality profoundly affect brand reputation,particularly in non-core regions where delays or poor responsiveness can amplify negative experiences. This study is limited by the nature of review content and technical scope,preventing a more granular deconstruction of quality indicators or a cross-platform comparison of sales and feedback across different e-commerce environments.Furthermore,platform privacy mechanisms make it difficult to establish correspondences between reviews and consumer profiles.Future research could employ interviews and questionnaires to conduct a more in-depth analysis across dimensions such as gender,age,and region,so as to further enrich studies in this field.