基于网络评论和问卷调查的卷烟消费体验感官评价指标分析

发布时间：2018-03-21 17:14

本文选题：消费体验感官评价　切入点：网络评论　出处：《中国烟草学报》2017年05期 　论文类型：期刊论文

【摘要】：为了让卷烟感官评价专业技术人员精准把握消费者真实需求,通过网络评论爬取和在线问卷调查两种途径获取代表性卷烟的消费者感官评价数据,采用语义分析法和相关统计学方法,从感官描述词匹配频率和词汇数、指标理解度和几何平均值等方面进行对比分析,初步验证了中式卷烟消费体验感官评价指标的实用性和适用性。研究发现:(1)网络评论分析和问卷调查两种方法的验证结果较为一致,并相互补充;(2)对于一级指标,消费者对描述满足感特征的指标最为关注,其次为舒适感和轻松感;(3)对于二级指标,从消费者关注和感知程度可分为两类,第一类是核心指标,包括"浓郁"、"醇厚"、"刺激"、"柔和"、"清新"、"劲头"、"甜润"、"顺畅"、"余味"、"杂气"、"嗅香"和"细腻"等12个关注多、易感知的指标;第二类为延伸指标,包括"成团"、"丰富"、"绵长"、"透发"、"均衡"和"愉悦"等6个关注少、难以感知和理解、但起到深化和综合作用的专业性指标。
[Abstract]:In order to make the professional and technical personnel of cigarette sensory evaluation accurately grasp the real needs of consumers, the consumers' sensory evaluation data of representative cigarettes were obtained through online review crawling and online questionnaire survey. By using semantic analysis and correlation statistics, this paper makes a comparative analysis on the matching frequency and the number of words used in the sensory description, the degree of understanding of the index and the geometric average, and so on. The applicability and practicability of sensory evaluation index of Chinese cigarette consumption experience were preliminarily verified. The study found that the verification results of the two methods were consistent with those of the two methods, and supplement each other to the first grade index. Consumers are most concerned about the indicators that describe the characteristics of satisfaction, followed by comfort and ease. For the secondary indicators, they can be divided into two categories according to the degree of consumer concern and perception, the first is the core index. These include "rich", "mellow", "stimulating", "soft", "fresh", "vigorous", "sweet", "smooth", "aftertaste", "miscellaneous gas", "smelling incense" and "delicate" and 12 concerned and perceptible indicators; It includes six indexes, such as "forming group", "rich", "long", "transparent hair", "equilibrium" and "pleasure", which are less concerned and difficult to perceive and understand, but play a deepening and comprehensive role in professional indicators.
【作者单位】：云南中烟工业有限责任公司;中国烟草总公司郑州烟草研究院;昆明清华中科通用设备有限公司;
【基金】：云南中烟工业有限责任公司科技项目“云烟一、二类低焦油卷烟产品研究与开发”(2013CP02)
【分类号】：F274;F426.8;F713.55

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