CURRENT SITUATION OF CONSUMPTION CHARACTERISTICS OF THAI DURIAN PRODUCTS ON JD.COM PLATFORM IN CHINA

Abstract

This paper takes consumers’ comments from JD.COM as data to observe the consumption characteristics of Thai Durian in the Chinese market. Based on the Emotion Classification Model and  Latent Dirichlet Allocation (LDA)  Theme Model, characteristics of consumers’ online shopping demand, characteristics of positive and negative emotional themes  and the main influencing factors are discussed. Through an empirical research, it is found that: viewed from  positive comments, consumers pay more attention to the freshness, taste, quality and benefits of the durian and the express logistics of the platform; seen from the negative comments, Internet consumers tend to focus more on  the lack of fleshness, low pulp content and maturity. LDA Topic Model and topic mining visualization of positive reviews are used to figure out factors that push consumers to show positive emotional tendencies. These factors mainly conclude purchase experience, preference for durian products, shopping convenience and worthiness, durian taste and freshness. The factors leading to consumers’ negative affective tendencies are after-sale problems, inconsistent quality of the durian, and invisibility of the inside of the durian.

Keywords: Thai durian, consumption characteristics, Emotion Classification, LDA Theme Model, Chinese market