College of Economics and Management, Heilongjiang Bayi Agricultural University, Daqing, Heilongjiang, China.
PLoS One. 2023 Mar 16;18(3):e0282521. doi: 10.1371/journal.pone.0282521. eCollection 2023.
The circulation of fresh agricultural products is related to the quality of consumption and agricultural development. This article takes the online reviews of fresh products as the research object and studies the comparative differences of consumer brand perception under the different sentiment and brand source classifications. The study was carried out with the aim to explore the influence mechanism of consumers' different brand attitudes. Structural Topic Modeling (STM) method was used to classify online reviews for brand perception topics, and Gephi network visualization was used to analyze the influence relationship between different brand perception topics. The study also conducts comparative research on the differences in perceived attitudes between positive and negative emotion classifications, as well as self-operated and non-self-operated brands, and analyzes the moderating effect of sentiment scores on the perceived theme intensity of different brands.
农产品流通与消费质量和农业发展息息相关。本文以生鲜产品的在线评论为研究对象，研究了不同情感和品牌来源分类下消费者品牌感知的比较差异。本研究旨在探讨消费者不同品牌态度的影响机制。采用结构主题建模（STM）方法对品牌感知主题的在线评论进行分类，并用 Gephi 网络可视化分析不同品牌感知主题之间的影响关系。此外，本研究还对正负面情绪分类、自营和非自营品牌之间的感知态度差异进行了对比研究，并分析了情绪评分对不同品牌感知主题强度的调节作用。
