基于LDA主题模型及情感分析的电商直播热点主题分析
Analysis of Hot Topics in E-Commerce Live Streaming Based on LDA Topic Model and Sentiment Analysis
张小婉 1毕如倩 1张雨娟1
作者信息
- 1. 安徽大学 管理学院,安徽 合肥 230601
- 折叠
摘要
从电商直播领域的热点事件切入,使用八爪鱼抓取微博平台自9月10日至10月26日间的文本数据,综合运用情感分析与LDA聚类方法,对这段时间内微博的热门话题及其对应的舆论主题进行深入剖析,旨在为涉及的电商主播、品牌及平台三方提供具有学术依据的营销策略与发展建议.电商直播热点事件凸显行业定价、主播信任度、平台竞争公平性等问题,同时揭示消费者情感变化会为品牌营销带来新契机.
Abstract
Starting from the hot events in the field of E-Commerce live streaming,this paper uses Octoparse to capture textual data from Weibo platform from September 10th to October 26th.By comprehensively applying sentiment analysis and LDA clustering method,it conducts an in-depth analysis of the hot topics and corresponding public opinion themes on Weibo during this period.The aim is to provide academically-based marketing strategies and development suggestions for the three parties of E-Commerce anchors,brands and platforms.The hot events in E-Commerce live streaming highlight issues such as industry pricing,anchor trustworthiness and platform competition fairness,while also revealing that changes in consumer sentiment can bring new opportunities for brand marketing.
关键词
LDA模型/情感分析/电商直播/国货营销/平台竞争Key words
LDA model/sentiment analysis/E-Commerce live streaming/domestic product marketing/platform competition引用本文复制引用
出版年
2024
国家科技期刊平台
NSTL
万方数据