Comparative analysis of fresh food e-commerce brand attitudes based on STM theme model

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Marketing Science

Background:

• The quality of fresh agricultural product circulation impacts consumption and agricultural development.
• Understanding consumer brand perception is crucial for businesses in the fresh produce market.

Purpose of the Study:

• To explore the influence mechanism of consumers' brand attitudes towards fresh agricultural products.
• To analyze comparative differences in consumer brand perception based on sentiment and brand source.
• To investigate the moderating effect of sentiment scores on perceived theme intensity.

Main Methods:

• Structural Topic Modeling (STM) was employed to categorize online reviews into brand perception topics.
• Gephi network visualization was utilized to analyze the interrelationships between identified brand perception topics.
• Comparative analysis was conducted on positive vs. negative sentiment and self-operated vs. non-self-operated brands.

Main Results:

• Significant differences in consumer brand perception exist between positive and negative sentiment classifications.
• Perception of self-operated brands differs notably from non-self-operated brands.
• Sentiment scores moderate the intensity of perceived themes across different brand types.

Conclusions:

• Consumer brand perception is a complex interplay of sentiment, brand source, and product type.
• Insights into consumer attitudes can guide marketing strategies for fresh agricultural products.
• This research provides a framework for analyzing online consumer feedback in the agricultural sector.