Analysis of Online Reviews on Hanfu Based on Text Mining: A Case Study of JD.com

Hanfu is a component of China's excellent traditional culture, but there is relatively little research on consumer satisfaction with Hanfu products. This paper takes JD.com as an example to conduct statistical analysis on the brand information, price range distribution, and discount information of Hanfu products, and uses text mining methods to conduct sentiment analysis and social network analysis on product reviews. The research finds that consumers have a high recognition of brands, are willing to pay for the high-end pricing of Hanfu, and labels such as "reassuring purchase", "free shipping", and "JD Logistics" have a certain promoting effect on the sales of Hanfu. Consumers have a good overall perception of Hanfu, and when purchasing Hanfu online, they mainly focus on product quality, price, and other aspects. In the future, Hanfu brands should strictly control product quality and closely integrate Hanfu with Chinese traditional culture.