网红品牌的网络口碑大数据分析∗ ———以“奈雪的茶”为例

网红品牌的网络口碑大数据分析∗ ———以“奈雪的茶”为例

Big Data Analysis of Online Word-of-mouth of Internet Celebrity:A Case Study of Nayuki Tea

Author:

XU Shi-wei,PENG Jian-gang,LI Chun-meng

XU Shi-wei,PENG Jian-gang,LI Chun-meng

a. School of Management Science and Engineering; b. School of Business Administration, Chongqing Technology and Business University,Chongqing 40006,China
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摘要:

网红品牌的消费者评价形成用户生成内容(UGC),其衍生的网络口碑对网红品牌有极大的影 响。 以奶茶饮品中具有代表性的网红品牌“奈雪的茶”为例,利用八爪鱼数据采集器(v8. 0)爬取微博和 哔哩哔哩的 12 193 条有效文本评论,通过大数据分析,挖掘网络口碑的核心要素,探求网红产品对消费 者购买行为的影响。 研究发现,品牌和消费者是网红连锁店网络口碑的两大主题;结合问卷调查结果进 行对比验证表明,网络爬虫获取的消费行为数据能更准确地反映消费者内心真实情感。 研究结论显示, 产品品牌的口碑逐步从线下的口耳相传过渡到线上的网络传播;产品品质是网红品牌得以迅速爆红的根 本原因;网红品牌的市场增长驱动来源于年轻一代消费者;正面的网络口碑有助于提升网红品牌的美誉 度和知名度。

Abstract:

Consumer evaluation of Internet celebrity brands forms user-generated content (UGC),and the online word of mouth derived from it has a great impact on the brand of Internet celebrities. This paper crawls 12,193 valid text comments with the octopus data collector (V8. 0)on Weibo and Bilibili, taking Nayuki Tea as an example, a representative online celebrity brand in milk tea drinks. Through big data analysis, the core ele_x005fments of online word-of-mouth are mined, and the influence of online celebrity products on consumers’ purchasing behavior is explored. The study found that brand and consumer are two major themes of online word-ofmouth of internet celebrity chain stores. Combined with the questionnaire survey results for comparative verification, the research shows that the consumer behavior data obtained by the web crawler can reflect the real feelings of consumers more accurately. Research results show that the word of mouth of the product brand has gradually transferred from offline word of mouth to online network communication, and product quality is the root cause of the rapid popularity of online celebrity brands. The results also demonstrates that the market growth of online celebrity brands is driven by the younger generation of consumers. Moreover,positive online word-ofmouth can help improve the brand’s reputation and publicity.

引用本文

徐世伟,彭建港,李春萌.网红品牌的网络口碑大数据分析∗ ———以“奈雪的茶”为例[J].重庆工商大学社会科学版,2022,39(6):47-58

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网址：网红品牌的网络口碑大数据分析∗ ———以“奈雪的茶”为例 http://www.mxgxt.com/news/view/1158975

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