モール型ECサイトにおける有機農産物への消費者評価の特徴

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  • Consumer Evaluations of Organic Agricultural Products on an E-Commerce Mall
  • Text Mining Analysis of Consumer Reviews
  • －テキストマイニングによる消費者レビューの分析－

抄録

This paper aims to characterize post-purchase evaluations of organic compared to non-organic agricultural products by applying text mining to consumer reviews on an e-commerce mall. We employ coding analysis to identify perspective differences and document scaling analysis to extract elements demonstrating divergent evaluation tendencies. The analysis revealed that health and safety expectations and interest in farmers were associated with positive evaluations of organic products, while environmental protection was a minor consideration. The evaluation criteria for attributes such as appearance and smell differed from those for non-organic agricultural products.

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