Year: 2025
Type: article
Abstract: With the development of technology and the acceleration of the pace of life, online shopping has gradually penetrated thousands of households. In order to understand the different factors that consumers consider when purchasing a product and whether there are differences in the kansei assessment of the prod-uct after purchase, this paper takes the Huawei brand headphone products on the Jingdong platform as an example, crawls the data of different product re-views under the type and extracts the feature words, and analyzes whether there are differences in the feature words in the consumer reviews between dif-ferent products. The study found that consumers generally pay more attention to product quality, product workmanship and the use of feeling, and as the price rises, the product, the purchase will have a significant positive impact on the price of the relationship, satisfaction will have a significant negative im-pact on the price of the relationship. The study helps companies to rationally position their consumer audience for different products, and adopt differentiat-ed design and marketing methods for high, medium and low-end products in order to achieve higher satisfaction and commercial success.
DOI: 10.54691/4hyzj894
Author: Mengyao Zhang
Institution: East China University of Science and Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409693223