目的 从海量的在线评论中挖掘消费者在网购红色主题文创产品时的需求,探析不同需求要素对消费者满意度的影响差异,以期为企业精准提升产品和服务质量、推动可持续发展提供参考依据。方法 以电商平台淘宝（天猫）中的红色主题文创产品在线评论为数据来源,使用词对主题模型BTM对评论进行主题建模,基于主题聚类结果确定消费者对产品和服务的需求要素。结合Kano模型与顾客满意度系数,对各项需求要素进行类型划分与优先级排序。结果 研究表明,消费者对红色主题文创产品及相关服务的需求涉及功能、价格、社会以及情感4个维度,涵盖15项需求要素。其中,实用功能、商家服务、文化认同和宣传信度为基本型需求;品质做工、物流速度、外观颜值与产品包装为期望型需求;寓教于乐、活动促销、性价比值、个性彰显和趣味联名是魅力型需求,功能延伸和礼品相赠为无差异型需求。结论 企业应在必备型需求完善落实的前提下,进一步提升期望型需求的供给质量,同时积极推进魅力型需求的转化落地,后续还需密切关注无差异型需求的动态演化,并提出了相应的优化策略。
Abstract
The work aims to extract consumer demands from a large volume of online reviews regarding red-themed cultural and creative products (CCPs) and explore the differential impacts of various demand elements on customer satisfaction, so as to provide valuable insights for enterprises to improve product and service quality and promote sustainable development. With online reviews of red-themed CCPs from the e-commerce platforms Taobao (Tmall) as the data source, the Biterm Topic Model (BTM) was employed to perform topic modeling on the reviews. Based on the clustering results, key consumer demand elements were identified. These elements were further classified and prioritized using the Kano model and customer satisfaction coefficients. The findings indicated that consumer demands for red-themed CCPs and related services could be categorized into four dimensions: functionality, price, social value, and emotional aspects, encompassing a total of 15 demand elements. Among them, practical functionality, merchant services, cultural identification, and promotional credibility were identified as basic demands; product quality, delivery speed, visual appeal, and packaging as performance demands; educational value, promotional activities, cost-effectiveness, personal expression, and cross-brand collaborations as excitement demands, while extended functionality and giftability were classified as indifferent demands. Enterprises should first ensure that basic demands are adequately met, then focus on enhancing the supply of performance demands, and actively work on transforming and realizing excitement demands. Furthermore, it is essential to monitor the evolving dynamics of indifferent demands to ensure sustainable development within resource constraints. Based on these insights, the study proposes corresponding optimization strategies.
关键词
BTM /
Kano模型 /
红色主题文创产品 /
消费者需求 /
在线评论
Key words
BTM /
Kano model /
red-themed cultural and creative products /
consumer demand /
online reviews
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