消费者对 B2C 网上药店评论的满意度因素挖掘和情感分析。
Consumers' satisfaction factors mining and sentiment analysis of B2C online pharmacy reviews.
机构信息
School of Management, Shanghai University, 99 Shangda Road, Shanghai, 200444, China.
School of Economics & Management, Tongji University, Shanghai, China.
出版信息
BMC Med Inform Decis Mak. 2020 Aug 17;20(1):194. doi: 10.1186/s12911-020-01214-x.
BACKGROUND
In recent years, online pharmacies have been accepted by increasingly more consumers, and the prospects for online pharmacies are optimistic. This article explores the consumers' satisfaction factors addressed in Business to Customer (B2C) online pharmacy reviews and analyzes the sentiments expressed in the reviews. The goal of this work is to help B2C online pharmacy enterprises identify consumers' concerns, continuously improve the health services level.
METHODS
This article was based on the Latent Dirichlet Allocation (LDA) topic model. From a third-party platform-based B2C online pharmacy and a proprietary B2C online pharmacy (JD Pharmacy and J1.COM, respectively), 136,630 pieces of over-the-counter (OTC) drug review data posted from January 1, 2015 to December 31, 2018 were selected as samples and used to explore the satisfaction factors of B2C online pharmacy consumers regarding the entire drug purchasing process. Then, the sentiments expressed in the drug reviews were analyzed with SnowNLP.
RESULT
Categorization of the 12 factors identified by LDA showed that 5 factors were related to logistics; these 5 factors, which also included the most drug reviews, made up 38.5% of the reviews. The number of factors related to drug prices was second, with 3 factors, and reviews of drug prices made up 25.5% of the reviews. Customer service and drug effects each had two related factors, and a smaller percentage of these reviews (13.95%) were related to drug effects. Consumers still maintain positive opinions of JD Pharmacy and J1.COM. However, some opinions on logistics and drug prices are expressed.
CONCLUSION
The most important task for online pharmacies is to improve logistics. It is better to develop self-built logistics. Both types of B2C online pharmacies can improve consumer viscosity by implementing marketing strategies. With regard to customer service, focusing on improving employees' service attitudes is necessary.
背景
近年来，网上药店越来越受到消费者的欢迎，网上药店的前景乐观。本文探讨了消费者在客户对客户（B2C）网上药店评论中提到的满意因素，并分析了评论中表达的情绪。这项工作的目的是帮助 B2C 网上药店企业识别消费者的关注点，不断提高健康服务水平。
方法
本文基于潜在狄利克雷分配（LDA）主题模型。从第三方平台的 B2C 网上药店和自有 B2C 网上药店（JD 药房和 J1.COM）中，选取了 2015 年 1 月 1 日至 2018 年 12 月 31 日发布的 136630 条非处方药评论数据作为样本，探讨 B2C 网上药店消费者在整个购药过程中的满意度因素。然后，使用 SnowNLP 分析评论中的情绪。
结果
LDA 确定的 12 个因素的分类显示，有 5 个因素与物流有关；这 5 个因素，也包括最多的药物评论，占评论的 38.5%。与药物价格相关的因素数量排名第二，有 3 个因素，药物价格的评论占评论的 25.5%。客户服务和药物效果各有两个相关因素，与药物效果相关的评论比例较小（13.95%）。消费者仍然对 JD 药房和 J1.COM 持积极态度。然而，对物流和药物价格也有一些意见。
结论
网上药店最重要的任务是提高物流水平。最好发展自建物流。两种类型的 B2C 网上药店都可以通过实施营销策略来提高消费者粘性。在客户服务方面，有必要关注提高员工的服务态度。
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