Analysis on Localized Personality Recognition of Brands of Fresh Agricultural Products Retail E-commerce
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DOI: 10.25236/icemeet.2019.379
Author(s)
Xu Zu, Fuliang Dai, Jiao Yi, Zhengjie Zhang
Corresponding Author
Zhengjie Zhang
Abstract
Based on the online review data of fresh agricultural products retail e-commerce platform, this paper uses word frequency analysis method to conduct word frequency statistics on user comment keywords, and builds high-frequency keyword Tables of fruits and vegetables, meat and aquatic products; Constructs the localized brand personality dimension system of fresh agricultural products by using co-word analysis; It is further found that consumers focus on the cost performance, taste and food safety of the three types of fresh agricultural products, but there are differences in the requirements of chewing, edible and portable convenience, workmanship, nutritional value, brand grade and delivery method. The research conclusions have a guiding role in the development of retail sales of fresh agricultural products.
Keywords
Fresh agricultural product, retail e-commerce, brand personality, co-word analysis