网络店铺中地域文化商品价值取向的文本挖掘——蔚县剪纸的实证研究

发布时间：2018-09-11 06:09

【摘要】：以淘宝网店注册信息及其商品描述文本为数据源,采用文本挖掘方法研究了蔚县剪纸商品的价值取向及区域差异。研究发现:①商品描述文本的特征词分布具有典型的"长尾曲线"特征;②"长尾"头部高、中频词汇表征出的商品主导价值取向是"中国地方民俗文化为内涵的外事商务礼品";③"长尾"尾部的大量低频词汇既是对地域文化内涵的表达,也是对主导价值取向的佐证,更是适应消费者个性化需求的结果;④店铺集中分布于张家口和北京,前者更关注商品样式风格的描述,后者则偏重工艺特点和文化背景的表征;⑤价值取向注重"蔚县"地域文化品牌塑造,但缺少艺人品牌包装。基于互联网文本数据源的地域文化商品价值取向研究为经济、文化地理学提供了新的视角和方法。
[Abstract]:Taking Taobao store registration information and its commodity description text as data source, the paper studies the value orientation and regional difference of paper cut commodities in Yuxian by text mining method. It is found that the word distribution of the product description text of 1 / 1 has a typical "long tail curve" feature with a "long tail" with a high head. The commodity dominant value orientation represented by intermediate frequency vocabulary is a large number of low-frequency words at the end of "Chinese local folklore culture as foreign affairs business gift" and "long tail", which is not only the expression of regional cultural connotation, but also the evidence of leading value orientation. It is the result of the individualized demand of consumers that the shops are concentrated in Zhangjiakou and Beijing. The former pays more attention to the description of the style of goods, while the latter focuses on the representation of the characteristics of technology and the cultural background. Value orientation focuses on "Yuxian" regional cultural brand shaping, but the lack of artist brand packaging. The research on the value orientation of regional cultural commodities based on Internet text data source provides a new perspective and method for economic and cultural geography.
【作者单位】：河北师范大学资源与环境科学学院;河北省环境演变与生态建设实验室;
【基金】：国家自然科学基金项目(40971089) 河北省高校重点学科建设项目
【分类号】：J528.1;TP391.1

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