Author(s)

Xu Zu, Fuliang Dai, Jiao Yi, Zhengjie Zhang

Corresponding Author

Zhengjie Zhang

Abstract

Based on the online review data of fresh agricultural products retail e-commerce platform, this paper uses word frequency analysis method to conduct word frequency statistics on user comment keywords, and builds high-frequency keyword Tables of fruits and vegetables, meat and aquatic products; Constructs the localized brand personality dimension system of fresh agricultural products by using co-word analysis; It is further found that consumers focus on the cost performance, taste and food safety of the three types of fresh agricultural products, but there are differences in the requirements of chewing, edible and portable convenience, workmanship, nutritional value, brand grade and delivery method. The research conclusions have a guiding role in the development of retail sales of fresh agricultural products.

Keywords

Fresh agricultural product, retail e-commerce, brand personality, co-word analysis