Clustering and Feature Analysis of Shoes Brands Using Questionnaire Data and Word-of-Mouth Review Data
Clustering and Feature Analysis of Shoes Brands Using Questionnaire Data and Word-of-Mouth Review Data
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利用问卷数据和口碑数据对鞋类品牌进行聚类和特征分析
DOI：
10.1007/978-3-031-05064-0_30
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Namatame Takashi
中科院分区：
文献类型：
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作者：
Yamaguchi Haruki;Otake Kohei;Namatame Takashi
目前，由于服装等其他行业的进入，鞋业的客户竞争正在加剧。因此，我们认为，对于每个品牌来说，了解其客户的价值，并将自己与其他品牌区分开来，以便在他们之间建立牢固的关系是一个重要的问题。在本研究中，我们使用问卷调查数据来了解拥有每个鞋类品牌的客户的价值观，并认为拥有与品牌价值观相似的客户的品牌可能会相互竞争。此外，使用EC网站的口碑评论数据，我们根据每个品牌的口碑评论组成来识别每个鞋品牌的方向性差异。基于这些结果和从问卷数据中获得的每个品牌所有者的人口统计数据，我们讨论了在客户价值方面可能相互竞争的一些品牌之间应该区分的点。
Currently, competition for customers in the shoes industry is intensifying due to the entry from other industries such as the apparel industry. Therefore, we believe that it is an important issue for each brand to understand the values of its customers and to differentiate itself from other brands in order to build a strong relationship among them. In this study, we use a questionnaire data to understand the values of customers who own each shoes brand, and believe brands that have customers with similar values as brands that are likely to compete with each other. In addition, using a word-of-mouth review data of EC site, we identify differences in the directionality of each shoes brand based on the composition of word-of-mouth reviews for each brand. Based on these results and the demographic data of each brand owners obtained from the questionnaire data, we discuss the points that should be differentiated among some brands that are likely to compete with each other in terms of customer values.