Research on user demand for sports bras based on BTM topic mining and the Kano model
With the rise of the sports boom and the promotion of health awareness,female consumers'demand for sports bras is increasing,and sports bra products have attracted the attention of the sports industry and the underwear industry.Traditional sports brands and lingerie brands such as NIKE,Under Armour,Triumph,and AIMER have launched sports bra product lines,and independent sports underwear brands such as Lorna Jane and YVETTE have grown rapidly,so the market competition is increasingly fierce.However,with the improvement of people's living standards,consumer demand for sports bras has become more diverse and variable.As a result,homogeneous sports bra products can no longer satisfy consumers.Therefore,how to dig the explicit and implicit demand,so as to help enterprises to improve the quality of goods and services is an urgent problem to be solved.In the era of big data,the analysis and mining of user information data has become an important way to obtain user needs and track market conditions in various industries.Among them,online reviews are one of the important carriers of user demand information,and through effective analysis of online review data and extraction of core comment words,we can understand the pain points of products or services and help enterprises evaluate the differences of products and services,and guide the improvement of product design and service quality.To deeply explore the user demands of sports bras,this paper took online reviews of sports bra products as the research object,proposed a research framework based on the BTM model and Kano model,effectively combined two methods of data mining technology and questionnaire survey,and carried out research from the three parts of user demands mining,user demands analysis,and suggestions and countermeasures.This study took Taobao and JD as the collection platforms,selected 10 representative sports bra brands,and crawled 16 248 online reviews using Python language.The BTM model was used to identify the topic,and the number of topics and related topic feature words obtained were used to form the user demand elements of sports bra which contained 6 first-level indicators and 23 second-level indicators.Then,through Kano questionnaire survey and model analysis,the satisfaction index SSI and dissatisfaction index DDSI were established,and the relationship between demand satisfaction and user satisfaction was analyzed to determine the attribute classification of user demands.Furthermore,the requirement degree ω was introduced to further subdivide the importance degree of each requirement element in the same class attribute,and the priority order of user requirements was obtained.The research results show that the user demand dimension of sports bras includes six aspects:functional quality,style design,fabric material,color appearance,service quality,and brand marketing;among the 23 elements of user demand,there are 4 must-be qualities(M),10 one-dimensional qualities(O),3 attractive qualities(A),and 6 indifferent qualities(I);according to the priority order,comfort and shock-proof function are the primary factors to establish user satisfaction,bottom circumference,cup size,fabric feel,and breast cushion material are the key factors to improve user satisfaction in product optimization,while customer service attitude,return and exchange service,reputation and word of mouth,and product information are the important factors affecting user satisfaction in service and marketing.This paper realizes the attribute classification and priority ordering of sports bra users'needs by effectively using online review information and combining with BTM text mining technology and the Kano model,providing a new perspective and a new method for the research of sports bra users'needs.At the same time,based on the research results,optimization suggestions are put forward from the three aspects of product development,user service and brand marketing,which provides theoretical reference for related enterprises to improve product value and market competitiveness.In the subsequent research,the emotional tendencies of users on different demands will be studied,and the sentiment analysis technology will be used to identify online reviews,so as to locate user demand more accurately and comprehensively.In addition,user demand for sports bras will be affected by factors such as age,exercise frequency,exercise duration and exercise intensity.In the future,the differences in user demand for sports bras under various factors,as well as the correlation degree between each factor and user demand will be further analyzed,so as to provide theoretical reference and basis for the differential design,precision marketing and classification refinement of sports bras.
国家科技期刊平台
NSTL
万方数据
