喜茶“網(wǎng)紅店”網(wǎng)絡(luò)口碑的大數(shù)據(jù)分析

摘要： 選取知名網(wǎng)紅店喜茶作為案例,通過(guò)爬取大眾點(diǎn)評(píng)網(wǎng)上110 204條有效評(píng)論,挖掘網(wǎng)紅型創(chuàng)業(yè)企業(yè)網(wǎng)絡(luò)口碑中的核心要素,剖析其對(duì)消費(fèi)者購(gòu)買行為的影響。研究發(fā)現(xiàn),產(chǎn)品和消費(fèi)者是此類創(chuàng)業(yè)企業(yè)網(wǎng)絡(luò)口碑中的兩大主題,其中涉及產(chǎn)品的要素包括產(chǎn)品概況、硬件設(shè)施、管理服務(wù)、產(chǎn)品價(jià)格、地理區(qū)位及產(chǎn)品營(yíng)銷;而涉及消費(fèi)者的要素則包括消費(fèi)行為、消費(fèi)心理、產(chǎn)品評(píng)價(jià)、同伴關(guān)系和購(gòu)買時(shí)間等。研究結(jié)論從感知效應(yīng)和說(shuō)服效應(yīng)兩方面分別將各類要素進(jìn)行區(qū)分并構(gòu)建網(wǎng)絡(luò)口碑效應(yīng)的過(guò)程分析模型。
Taking HEYTEA as an example of internet celebrity ventures,this paper obtains 110,204 effective online comments from www.dianping.com by Python,discusses key elements of e-word-of-mouth and analyzes its influence on the consumer behavior,in order to provide new insights for entrepreneurship in ethnic regions.Results indicate that "product" and "consumer" are two major topics and they both consist of several factors.To be specific,the product topic includes product profile,facilities,management,price,geographical location and marketing,while the consumption topic includes consumer behavior,consumer psychology,product evaluation,peers and purchase time,etc.The conclusion is delivered by two aspects:perception effect and persuasion effect,and a framework of effects of e-word-of-mouth is proposed.Implications on entrepreneurship in ethnic regions are discussed.