Sentiment Mining of Consumer Reviews: Evidence from Guangxi Fresh Fruit Supply on China's JD.com E-commerce Platform

Abstract

This study identifies the product supply chain management issues based on significant data analysis methods by considering user evaluation data from JD.com e-commerce platform, a central e-commerce platform in China. Fresh fruit contributes to substantial sales in e-commerce platforms due to the particular characteristics of freshness. The quality perception of fresh fruits directly affects consumers' trust and willingness to repurchase. Therefore, studying the perceived value of online shopping for fresh fruit consumers in Guangxi, China, is significant to the operation and marketing of fresh fruit e-commerce. In view of these perspectives, we developed a user portrait model for fresh fruits in the Guangxi province based on three key dimensions: user information, fruit category details, and user evaluation information. Utilizing Rost CM software to analyze the content of user comments, including keyword word frequency analysis, semantic network analysis and consumers' shopping sentiment mining, so as to find out the existing problems, and provide decision-making reference for the improvement of the supply chain system of fresh fruits in Guangxi.