sustainability

Article
Analyzing the Relationship between Consumer
Satisfaction and Fresh E-Commerce Logistics Service
Using Text Mining Techniques
Wei Hong 1,2,3, *, Changyuan Zheng 2 , Linhai Wu 1,2,3 and Xujin Pu 1,2,3
1 Food Safety Research Base of Jiangsu Province, Jiangnan University, Wuxi 214122, China
2 School of Business, Jiangnan University, Wuxi 214122, China
3 Institute for Food Safety Risk Management, Jiangnan University, Wuxi 214122, China
* Correspondence: [email protected]




Received: 31 May 2019; Accepted: 26 June 2019; Published: 28 June 2019


Abstract: The rapid development of the Internet and the transformation of consumption patterns
have prompted consumers to purchase fresh products online. For fresh e-commerce enterprises,
logistics is an important aspect of customer satisfaction. Therefore, this study focused on online
review information and used a convolutional neural network text mining model for its analysis.
Logistics service elements concerned with customer satisfaction are convenience, communication,
integrity, responsiveness, and reliability. Thereafter, comment information was converted to digital
information using sentiment analysis. Finally, a correlation analysis was carried out to compare the
significance of various influencing factors. The results confirm that convenience, communication,
reliability, and responsiveness had a significant impact on customer satisfaction, whereas integrity
had none. Fresh e-commerce logistic services need to improve for the development of the companies.

Keywords: fresh e-commerce; logistics service; customer satisfaction; convolutional neural network;
sentiment analysis

1. Introduction
Fast-paced work and lifestyle have denied consumers the luxury of time to visit supermarkets
to buy fresh foods necessary for daily life. An increasing number of consumers have embraced the
idea of buying fresh food (vegetables, fruits, flowers, meat, eggs, milk, aquatic products, etc.) through
the Internet to improve their quality of life. Fresh e-commerce is rapidly developing under the policy
background of “Internet+”. According to the “Analysis Report on the Scale and Development Prospect
of China’s Fresh E-commerce Market in 2018–2023” released by the China Industrial Research Institute,
in recent years, China’s fresh e-commerce has achieved rapid development. In 2017, the transaction
volume of the fresh market reached 1789.7 billion yuan, and the transaction volume of the fresh
e-commerce market was 141.8 billion yuan. The penetration rate of the online market continued to
increase, reaching 7.9%. However, fresh e-commerce remains at a disadvantage in competition with
the traditional way of selling agricultural products due to issues regarding retaining the freshness of
food, logistics, and other factors. Thus, the supply chain, logistics system, and other elements must be
further improved.
Social network and mobile terminal technologies are platforms that allow consumers to easily post
comments about product details (price, quality, logistics, and other product elements) or purchased
services. Consumers rely on the comment section to obtain product information due to limited access to
online products when shopping. Chevalier and Mayzlin (2006) proposed that the comments reflected
more comprehensive and realistic information [1]. Furthermore, online reviews provide product

Sustainability 2019, 11, 3570; doi:10.3390/su11133570 www.mdpi.com/journal/sustainability

Sustainability 2019, 11, 3570 2 of 16

information to consumers that can help verify the product information and promote purchase decisions.
Forman et al. (2008) pointed out that online reviews had a significant impact on product sales [2]. With
the in-depth analyses of these comments, companies can accurately understand the consumer’s focus
regarding various products or services. John and Suzan (2006) found that online reviews of consumers
in China and the United States were influenced by differences in personal cultural background, online
shopping confidence, and consumer market characteristics. Online reviews have a greater impact on
Chinese consumers than on American consumers, and China’s online consumer market is large [3].
Therefore, researching the impact of Chinese consumer online reviews on enterprise product sales can
be theoretically and practically significant. Sebastiani (2002) pointed out that the analysis and process of
manual or traditional commenting not only consumed a good amount of labor and financial resources,
but also had low efficiency and poor accuracy [4]. Today, deep learning has gained widespread
attention as an emerging field of machine learning [5]. Deep networks built through deep learning
have shown excellent performance in unsupervised feature extraction. The convolutional neural
network (CNN) is an effective autonomous learning feature in deep learning, extracts higher-level
semantic features from raw data, and uses weight share to improve training accuracy (Krizhevsky et
al. 2012) [6]. At present, the model has been successfully applied to image processing (Deng et al.,
2009) [7], speech recognition (Ainath et al., 2015) [8], and other fields. The field of natural language
processing (NLP) has also attracted the attention of many scholars with the advent of the big data era.
Collobert and Weston (2008) solved NPL-related problems through CNNs. CNN models have been
proven to achieve superior results in solving these kinds of problems [9]. Kim (2014) applied CNNs to
text classification problems in multiple fields and achieved significant results, indicating superior text
classification based on CNN performance [10]. Competitive pressures are increasing as the scale of the
fresh product trade continues to grow and fresh e-commerce companies continue to emerge. The quality
of fresh e-commerce logistics service restricts the sustainable development of enterprises due to the
particularity of fresh products (i.e., finding the logistics service elements that consumers pay attention
to). Improving logistics services pointedly is helpful for fresh e-commerce enterprises. The research
achievements of text mining based on deep learning have been featured in the field of NLP. Thus, this
study used the CNN model in deep learning to analyze online reviews of fresh e-commerce logistics
services and therefore understand consumers’ shopping experiences with regard to the logistics service
quality of fresh e-commerce enterprises. According to the problems of logistics service quality reflected
by online reviews, fresh e-commerce enterprises formulate corresponding management measures to
improve customer satisfaction. Consumer satisfaction is an important factor to promote the sale of
fresh agricultural products and the sustainable development of commercial enterprises. Consumer
satisfaction with logistics services of commercial enterprises determines whether the sale of fresh
agricultural products on an e-commerce platform is sustainable. Therefore, focusing on the sustainable
development of a fresh e-commerce platform and the sustainable sale of fresh agricultural products,
this study conducted an in-depth learning of online reviews with text mining technology, hoping that
this study can provide suggestions for fresh e-commerce enterprises to do a good job in logistics service
quality management and enhance customer satisfaction.

2. Literature Review
Fresh e-commerce has been the focus of many scholars since 2012. Research on fresh e-commerce
has focused on its development pattern, supply chain management strategy, and customer purchase
behavior. Huang and Liu (2014) believe that the market demand for fresh e-commerce is large, but
the problem of “last mile” distribution is difficult [11]. Thus, the development direction of combining
localization with O2O is insisted. Guritno et al. (2015) studied the influencing factors affecting the
performance of the fresh product supply chain from the supply chain perspective and proposed different
inventory management strategies for unique and common fresh products [12]. Maruyama et al. (2016)
investigated the online shopping behavior for fresh food among residents of three cities in China and
found that the freshness and availability of foods affected the consumers’ willingness to purchase [13].
Sustainability 2019, 11, 3570 3 of 16

Fresh e-commerce enterprises need to continuously improve their logistics services to ensure the
freshness of products and fast distribution to meet and improve customer satisfaction. Yeo (2018)
believed that the B2C trading of fresh produce is growing rapidly, thus becoming an important
marketing and procurement channel [14]. Customers regard logistics service as an important factor for
measuring the reliability of fresh e-commerce companies and proposing logistics services for the B2C
trading of fresh products. The quality evaluation structure, using exploratory factor analysis, shows a
direct correlation between the quality of logistics services and the success of e-commerce in the direct
sales of fresh products. In-depth research has identified people as the main body to measure the quality
of logistics services, and the research focus has gradually shifted from the perspective of providing
services to purchasing or receiving services. Therefore, the measurement methods of logistics services
have been widely studied. Perreaul and Russ (1974) put forward the 7Rs (Right Quality, Right Quantity,
Right Price, Right Commodity, Right Time, Right Place, Right Customers) theory, the core of which
is whether the enterprise can provide suitable products and services for their customers at the right
time, the right place, the right way, and the right price to meet the individual needs of customers [15].
Mentzer et al. (1999), based on the SERVQUAL model in the research of logistics service quality
combined with the characteristics of logistics service, proposed the Logistics Service Quality (LSQ)
evaluation model (including nine indicators for measuring the quality of logistics services) [16]. The
research pointed out that the impact of each index on different industries and on satisfaction varied.
Pan and Nguyen (2015) used a balanced scorecard and a multi-criteria decision-making system to
investigate key performance indicators to improve customer satisfaction in the service process and
established four dimensions of a customer service capability evaluation model [17].
The quality of the logistics service plays a vital role in fresh e-commerce enterprises and is an
important part of service quality. Many studies have shown that service quality is an important factor
affecting customer satisfaction. Farooq et al. (2018) collected data from 460 respondents and assessed
the impact of Malaysian Airlines’ service quality on overall customer satisfaction based on a structural
equation model. The results show that airlines should pay attention to all aspects of service quality,
especially personnel service and image, to improve customer satisfaction [18]. Diallo et al. (2018)
performed cross-cultural studies of the importance of mall service quality and satisfaction in Morocco,
Senegal, and Tunisia (sampling 750 real customers), which indicated that the quality of service in
a mall actively promotes customer satisfaction [19]. Therefore, the core task for fresh e-commerce
enterprises is to improve their logistics service quality based on customer satisfaction. According
to Oliver (1981), expectation-false evidence theory adopts the cumulative trading perspective [20].
Customer satisfaction refers to the evaluation of target products or services by customers based on
a subjective comparison of the expected quality and perceived quality of the products or services.
Customer satisfaction reflects not only the satisfaction degree of a customer with a product or service,
but also the effect of the product or service provided by the enterprise to satisfy the customer demand
(Ping, 2014) [21]. Fierce market competition has changed the competition between enterprises from
product competition (the original state) to customer resources competition. Rabbani et al. (2018) aimed
to gain a competitive advantage in the current business environment [22]. Thus, customer focus,
researching customers, and exploring how to access customer resources have become indispensable
elements of sustainable competitive advantage. The first condition for obtaining customer resources is
customer satisfaction, because satisfaction can bring loyalty, and loyal customers are a stable source
of profit for companies (Berry and Parasuraman, 1992) [23]. Westbrook and Oliver (1991) pointed
out that customer loyalty can be increased by a positive correlation between customer satisfaction
and profit levels, indicating future profit increases for companies [24]. Enterprises can recognize their
standing in the market competition, identify the factors that lead to customer dissatisfaction, and
implement countermeasures accordingly by comparing their level of customer satisfaction with those
of the other enterprises in the industry. Presently, customer satisfaction research has mainly focused on
the construction of customer satisfaction models. Vasic et al. (2019) studied the online shopping market
in Serbia and defined a conceptual model with seven variables (security, information availability,
Sustainability 2019, 11, 3570 4 of 16

transportation, quality, price, time, and customer satisfaction) and verified the validity of the model
through confirmatory factor analysis and the partial least square method. The results obtained confirm
that the customer satisfaction of the online shopping market in Serbia was directly dependent on the
following factors: safety, availability of information, transportation, quality, price, and time [25]. Gao et
al. (2006) developed a set of retail customer satisfaction measurement scales suitable for China where
a random sample survey was conducted nationwide on 20 large-scale supermarket chains with the
highest retail sales. The study identified good quality and low price as the factors that had the greatest
impact on customer satisfaction, followed by the shopping experience. Meanwhile, in-store service and
shopping convenience have no effect on customer satisfaction [26]. Ting (2018) reinterpreted previous
research on satisfaction modeling and proposed the existence of nonlinear relationships to simulate
two closely related but distinct countries: Malaysia (developing country) and Singapore (developed
country). Online banking customers, using a systematic step-by-step hierarchical adjustment regression
approach, attempted to understand the relationship between repurchase intentions, satisfaction, and
trust after bank size adjustment. Malaysia and Singapore depicted linear and nonlinear relationships,
respectively. The survey results show that modeling online banking customers through satisfaction was
dependent on the country’s economic development [27]. The customer satisfaction models mentioned
in the above research were all established from the company or industry perspective. At present, the
decisive factor for consumers of fresh goods in evaluating the quality of logistics services is whether
expectations are met upon product receipt (timeliness of delivery, quality of the goods, freshness, and
similar factors). This study aspired to address concerns regarding how fresh e-commerce enterprises
can understand the needs of logistics service objects, improve the quality of logistics services according
to the needs of consumers, and achieve certain customer satisfaction, which has become an important
issue faced by fresh e-commerce.

3. Methodology and Data

3.1. Proposed Methodology

High-value information is hidden in online comment text data and has an important impact
on the perception and purchase decision behavior of potential consumers and affects the sales
volume of products from e-commerce platforms and manufacturing enterprises. Guen et al. (2018)
clarified that consumers not only shared their product experiences through online reviews, but also
reviewed products [28]. Online reviews affect product marketing, and companies use online reviews
to understand the attitudes and perceptions of consumers of their products. However, these exist
in the form of unstructured text data. Thus, online review text mining has gained the increased
attention of scholars and has become a hot spot in research and enterprise practice. CNN is a kind of
feedforward neural network that has local perception characteristics and weight sharing, which can
greatly reduce the training parameters and thus accelerate the training speed (Lecun et al. 2015) [29].
In 2014, Kalchbrenner et al (2014) introduced a dynamic CNN method that could be used to model
English sentences [30]. The feature vectors of the full text can be obtained by K-max pooling operation,
which remove the dependence on the decision tree method and solve the problem of the difficulty and
inaccuracy of manually selecting feature in traditional text classifiers and obtain better results of text
categorization in the evaluation of English text categorization. Figure 1 presents the concrete structure.
Sustainability 2019, 11, 3570 5 of 16
Sustainability 2019, 11, x FOR PEER REVIEW 5 of 17

Figure 1. Text classifier structure based on Convolutional Neural Networks (CNN).

Figure 1. Text classifier structure based on Convolutional Neural Networks (CNN).
1. Data preprocessing layer: First, the comment content is partitioned and transformed into a
sequence of words. Then, the word sequences are converted into sequences with word numbers
1. Data preprocessing layer: First, the comment content is partitioned and transformed into a
(the words in each vocabulary are unique) as elements through the embedded layer (Collobert et al.
sequence of words. Then, the word sequences are converted into sequences with word numbers (the
2011) [31]. Finally, each element (a word) in the word number sequence is expanded into a word vector
words in each vocabulary are unique) as elements through the embedded layer (Collobert et al. 2011)
in the form of a word vector where each piece of comment information is xi (i = 1\2\3 . . . ). The matrix
[31]. Finally, each element (a word) in the word number sequence is expanded into a word vector in
is represented
the form of a word × k, where
by nvector wheren each
is thepiece
lengthof of the word
comment that constitutes
information is xi (ithe commentThe
= 1\2\3…). information,
matrix is
and k represents
represented by n ×the dimension
k, where of the
n is the word
length of vector
the word xi . that constitutes the comment information, and
2. Convolution
k represents layer: of
the dimension This
thelayer
wordisvector
a feature
xi. extraction process. In the initial operation of the
model,
2. Convolution layer: This layer is a featureisextraction
a convolution kernel with a reasonable size set, and a feature
process.matrix
In theisinitial
obtained by extracting
operation of the
a featurea from
model, a convolution
convolution kernelkernel.
with The different regions
a reasonable size isofset,
the and
original text feature
a feature matrix
matrix are checked
is obtained by
by the same
extracting convolution
a feature from ato transform the
convolution same
kernel. Theinformation, generalize
different regions of thethe local feature,
original and matrix
text feature form a
more
are abstract
checked byhigh-level feature matrix
the same convolution to when extracting
transform the samea particular kindgeneralize
information, of feature.the
Thelocal
result is
feature,
and form a more abstract high-level feature matrix when extracting a particular kind of feature. The
ci = f (w•xi : i + h − 1 + b) (1)
result is
= f ( w • x i : i + to
where ci represents the ith eigenvaluec icorresponding 1+ b
h −the )
convolution operation; f(·) indicates(1)the
choice of the layer’s convolution kernel function; w represents the weight matrix in the filter (w∈Rh*k ,
where
with hc× i represents the ith
k representing theeigenvalue
size of thecorresponding
filter); b indicates to the convolution
bias; and xi:i + hoperation; f(·) indicates the
- 1 indicates the length of a
choice of thethe
word from layer’s convolution
ith word kernel function;
in the comment message w torepresents
the (i + h –the
1)thweight
word.matrixA more inabstract
the filterhigh-level
(w∈Rh*k,
×
with h k representing
characteristic the
matrix c is size of the
obtained filter);
after b indicates bias;
the convolution and xi:i + h - 1 indicates the length of a word
layer.
from the ith word in the comment message to the (i + h – 1)th word. A more abstract high-level
characteristic matrix c is obtained after c=the[c1,
convolution h + 1]T
c2, . . . , cn −layer. (2)
T
where c ∈ Rn − h + 1 . c = [c1, c2,…, cn − h + 1] (2)
3. Pool layer: The convolutional layer’s characteristic matrix map can be aggregated using the
where
method c of∈ maximum
Rn - h + 1. or average pool layer, which can greatly reduce the text’s feature matrix. This
process
3. canPoolreduce
layer: the
Thenumber of parameters
convolutional in the final full
layer’s characteristic join map
matrix layer.can
Not
be only can theusing
aggregated speedtheof
calculation be accelerated, but the problem of overfitting can also be effectively
method of maximum or average pool layer, which can greatly reduce the text’s feature matrix. This prevented. Different
feature matrix
process graphs
can reduce therepresent
number the features of different
of parameters in the final aspects of the
full join text.Not
layer. Each characteristic
only matrix
can the speed of
graph is pooled to obtain the overall features of the text and link them together. The
calculation be accelerated, but the problem of overfitting can also be effectively prevented. Different overall features of
the text can be expressed as
feature matrix graphs represent the features of different aspects of the text. Each characteristic matrix
graph is pooled to obtain the overallc features= max(c1, the. text
of c2, . . , cnand + 1)them together. The overall features
− h link (3)
of the4.text canconnection
Full be expressed as The original text information is abstracted into higher information
layer:
content features after convolution layer and pool layer processing. These features are extracted and
c = max(c1, c2,...,cn − h + 1) (3)
integrated in this layer to complete the classification task. Output Y is a 1D real vector represented as

Y = [ y1, y2, . . . , yr] (4)

 4. Full connection layer: The original text information is abstracted into higher information
content features after convolution layer and pool layer processing. These features are extracted and
integrated in this layer to complete the classification task. Output Y is a 1D real vector represented as

Sustainability 2019, 11, 3570

Y =
[ y1, y 2,..., yr ] 6 of 16
(4)
where yr is the rating of the comment information belonging to a certain category and r is the number
of classification
where yr is thecategories.
rating of the comment information belonging to a certain category and r is the number
of 5. Softmaxcategories.
classification layer: Softmax is an output layer function in a neural network that calculates the
value of5.the output
Softmax layer.
layer: It is mainly
Softmax usedlayer
is an output in the last layer
function of thenetwork
in a neural neural network as the
that calculates theoutput
value layer
forof the output layer. It is
multi-classification. Themainly used in of
probability theconverting
last layer ofYthe
intoneural network
a category as the output
through layer for
the softmax function
multi-classification. The probability of converting Y into a category
of this layer is as follows: [p(y1), p(y2), … ,p(yr)], p(yi), and the formula is through the softmax function of
this layer is as follows: [p(y1), p(y2), . . . , p(yr)], p(yi), and the formula is
e yi
p ( yi ) = eyi
p( yi) = Pyk
e yk (5) (5)
ek
k

Take max[p(y
Take max[p(yi)]i )]as
asthe
the category
category to towhich
whichthe
the comment
comment information
information belongs.
belongs.
Online
Online comment
commenttext text mining
mining is is the
thefeature
feature classification
classification of text
of text content.
content. This This
studystudy took the
took the
comments
comments issued by customers after purchasing fresh products online as the research object and, and,
issued by customers after purchasing fresh products online as the research object
through
throughthethe processing
processing of of the the
CNNCNNmodel,model,
obtainedobtained
the factorsthe
thatfactors that
influenced theinfluenced the customer
customer satisfaction
satisfaction of fresh food e-commerce logistics service. Thereafter, the influence factors in scored
of fresh food e-commerce logistics service. Thereafter, the influence factors in each review were each review
to determine
were scored to the emotional
determine thetendency
emotionalof each online of
tendency review.
each Finally, correlation
online review. analysis
Finally, was used analysis
correlation to
obtain the significance of the impact. This study presents an online review text mining
was used to obtain the significance of the impact. This study presents an online review text mining process based
on CNN,
process basedas shown
on CNN, in Figure 2.
as shown in Figure 2.

Figure 2. Online comment text mining process based on CNN.

Figure 2. Online comment text mining process based on CNN.
3.2. Data Collection
3.2. Data
TheCollection
Alibaba Group and JD, two giants of integrated e-commerce in China, take advantage of their
brand
The advantages and occupy
Alibaba Group nearly
and JD, twohalf of theofshare
giants of fresh e-commerce.
integrated e-commerceThe web crawler
in China, takesoftware
advantage of
Octopus was used in this study to collect the comments on logistics issued by the users who bought
their brand advantages and occupy nearly half of the share of fresh e-commerce. The web crawler
fruit from the JD Fresh Supermarket. A total of 15,000 related comments were collected and saved
software Octopus was used in this study to collect the comments on logistics issued by the users who
in text format. The Python programming language was used to deal with the word segmentation of
bought fruit from the JD Fresh Supermarket. A total of 15,000 related comments were collected and
the text.
Sustainability 2019, 11, 3570 7 of 16

3.3. Word frequency statistics

The word frequency statistics website (http://corpus.zhonghuayuwen.org/) was used to calculate
the word frequency of the comments processed by word segmentation. The words with frequencies
greater than or equal to 10 were selected, and some meaningless phrases were removed. Table 1
presents the results.

Table 1. High-frequency words and the frequency statistics of online e-commerce reviews.

High-frequency Word High-frequency Word High-frequency Word

Words Frequency/Frequency Words Frequency/Frequency Words Frequency/Frequency
Velocity 880 Quality 241 Rapid 23
Logistics 674 Attitude 237 Refund 16
Express 649 Strict 84 Speed 16
Quickly 575 Trust 76 Complete 15
Package 527 Description 72 Enthusiasm 14
Fresh 424 Quality 63 Guarantee 13
Door-to-door
317 Timely 43 Intimate 12
delivery
Service 302 Responsible 34 Thoughtful 11
Convenience 272 Fast 31 Convenient 10
Delivery 245 Protection 26 Dispatching 10

Table 1 shows that “speed”, “express”, and “logistics” imply that online shoppers paid more
attention to the speed of the logistics distribution (i.e., “responsiveness”). “Package”, “strict”, and
“complete” suggest that online shoppers focused on the packaging of goods in logistics services (i.e.,
“integrity”). “Description”, “trust”, and “security” indicate that online shoppers were more concerned
with the consistency of the description of the merchant (“reliability”). “Delivery” and “convenience”
indicate whether online shoppers received packages conveniently (i.e., “convenience”). “Service”,
“attitude”, and “enthusiasm” show that online shoppers paid more attention to the service attitude of
the customer service and delivery staff in the process of online shopping (i.e., “communication”). Word
segmentation processing and word frequency statistical analysis concluded that the five elements of
fresh e-commerce logistics service were “responsiveness”, “integrity”, “reliability”, “convenience”,
and “communication”. The quality of service was divided into subjective quality and objective quality.
Objective quality is an objective indication of the performance and technical level of a product or
service, and is the actual quality, whereas subjective quality covers the subjective response of the subject
to the object, and is the quality of perception (Dodds W B and Monroe K B, 1985) [32]. Responsiveness,
reliability, convenience, and communication are the subjective responses of customers in the process
of logistics services that are the perceived quality (subjective quality), and the quality of “integrity”
is the objective fact of commodity packaging in the logistics service process that is the actual quality
(objective quality).

3.4. Train Text Classification Model

3.4.1. Data Preparation

The JD platform will simply classify the comments issued by consumers according to the above
word frequency statistical analysis of the five elements of fresh e-commerce logistics services. With the
use of the web crawler software Octopus, comments on these five elements published by customers
who bought fruit from the JD Fresh Supermarket were gathered. Each element collected 10,000 and
50,000 comments. The training sample size was one of the most direct factors affecting the classification
effect and was also the basis of the whole study. Therefore, ensuring the number of samples was
necessary. Thereafter, the comments were partitioned, word vector coding was performed, and the
text was converted into a calculation. The computer can recognize the vector matrix form as the input
of the model.
Sustainability 2019, 11, 3570 8 of 16

3.4.2. Model parameter setting

This study developed a CNN based on a Keras framework, and a five-class text classifier was
obtained by training. The network parameters were often adjusted according to the amount of data,
where 40% of the training set was randomly selected as the verification set, and the rest formed the real
training set (i.e., the experiment of Turian (2010)) [33]. Table 2 shows the remaining parameter settings.

Table 2. CNN parameter settings.

Parameter Parameter Values

Convolution window size 5 × 50
Batch 128
Dropout 0.3
Learning rate 0.01
Iterations 50

The experiment results show that there were more complex results when using more parameters
that improved the classification ability of the model. However, a layer of the convolution layer and a
layer of the pool layer were used to train the model to reduce the optimization difficulties caused by the
complexity of the model. Optimization methods of the neural network include batch gradient descent
and stochastic gradient descent methods. The batch gradient descent method is the most primitive
method. The main idea is that all samples are used to update each parameter, but the training process
will be excessively slow when the sample size is large. The stochastic gradient descent method is the
most commonly used optimization method at present. Its specific idea is to use a sample to update
each parameter. Its training speed is very fast, and the momentum term can accelerate the optimization
in the correlation direction and suppress the oscillation when the gradient changes direction. The
weight parameter update formula is

∂
wk = wk − 1 − ηk J (wk) (6)
∂wk
where w is the weight parameter; ŋ is the learning rate; and J(wk) is the error loss function. The
gradient of the J function was obtained by finding the partial derivative of the J function, that is, the
direction in which the J function falls most quickly. The parameters were updated in this direction, so
that the function value of J becomes smaller and smaller. Therefore, this study used the SGD update
rule to train the neural network by the random gradient descent method. Parameter settings (lr = 0.01,
momentum = 0.9, decay = 0.0, nesterov = false).

4. Results

4.1. Experiment Results

After 50 iterations, the accuracy of the test set was 81.25% (Shardlow et al. (2018)) [34]. It was
noted that the CNN classification model based on deep learning is more effective than the traditional
text mining method. The traditional text classification method is based on the word bag model (BOW),
which only contains word frequency information and ignores the context of the sentence. However,
the CNN model can make up the deficiency of traditional text classification.

4.2. Data Processing

Among the fresh fruits, apples occupied 65.99% of the total sales of fruits, which accounted for
24.53% of the total transactions (Liang et al. 2012) [35]. The ratio of the number of favorable comments
to the number of bad comments was controlled to 3:1 because the number of favorable comments
posted by consumers regarding buying fruit at JD Fresh was considerably greater than the number of
negative comments (data source: https://item.jd.com/3756271.html#comment). In line with the actual
Sustainability 2019, 11, 3570 9 of 16

situation, this study carried out classification and prediction. With the amount of data used for the
positive feedback of 1500 articles, 500 were identified as poor evaluation. The trained models were
derived after preprocessing the collected data, and Table 3 shows the classification results.

Table 3. Results of text categorization (partial).

Order
Convenience Communication Reliability Integrity Responsiveness Category
Number
1 0.277 0.212 0.042 0.358 0.111 Integrity
5 0.333 0.311 0.354 0.001 0.001 Reliability
8 0.003 0.299 0.275 0.188 0.235 Communication
325 0.003 0.039 0.001 0.001 0.956 Responsiveness
393 0.004 0.588 0.406 0.001 0.001 Communication
411 0.117 0.058 0.203 0.269 0.353 Responsiveness
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0.001 PEER REVIEW0.001 0.996 0.001 0.001 Reliability 10 of 17
920 0.074 0.443 0.481 0.001 0.001 Reliability
938 0.013 0.003 0.973 0.001 0.010 Reliability
18481481 0.004
0.042 0.3930.063 0.600
0.163 0.001
0.448 0.002
0.284 Reliability
Integrity
1530 0.010 0.985 0.003 0.001 0.001 Communication
19701848 0.004
0.001 0.3930.393 0.600
0.001 0.001
0.605 0.002
0.001 Reliability
Integrity
1970 0.001 0.393 0.001 0.605 0.001 Integrity

After classification of the 2000 reviews on logistics, 199 were concerned with the responsiveness
After classification of the 2000 reviews on logistics, 199 were concerned with the responsiveness
of logistics services, 337 regarded the convenience of logistics services, and 340 were particularly
of logistics services, 337 regarded the convenience of logistics services, and 340 were particularly
about the completeness of the logistics services. A total of 357 customer comments focused on the
about the completeness of the logistics services. A total of 357 customer comments focused on the
communication of the logistics service, and 767 were concerned about the reliability. Figure 3 presents
communication of the logistics service, and 767 were concerned about the reliability. Figure 3 presents
the factors that affect customer satisfaction.
the factors that affect customer satisfaction.

Responsiveness
10%

Convenience
Reliability
17%
38%

Integrity
17%

Communication
18%

Figure 3. Proportion of factors affecting customer satisfaction.

Figure 3. Proportion of factors affecting customer satisfaction.

Of the 1500 favorable reviews on logistics, 108 were concerned with the responsiveness of the
logistics services, 159 were on communication, and 295 on integrity. A total of 309 customer comments
Of the 1500 favorable reviews on logistics, 108 were concerned with the responsiveness of the
were on the convenience of the logistics services, and 629 about reliability. Figure 4 presents the
logistics services, 159 were on communication, and 295 on integrity. A total of 309 customer
proportion of favorable factors.
comments were on the convenience of the logistics services, and 629 about reliability. Figure 4
presents the proportion of favorable factors.
Sustainability 2019, 11, x FOR PEER REVIEW 11 of 17

Sustainability 2019, 11, x FOR PEER REVIEW 11 of 17

Sustainability 2019, 11, 3570 10 of 16
Responsiveness
7%

Responsiveness
7% Communication
10%

Communication
10%
Reliability
42%

Reliability
42%
Integrity
20%

Integrity
20%

Convenience
21%

Convenience
21%

Figure 4.
Figure 4. Proportion of factors
Proportion of factors with
with favorable
favorable comments.
comments.

Of the
the 500
500 poor Figure 4.on
poor comments
comments Proportion
logistics,of28
factors
28 werewith favorable
concerned comments.
with the convenience
convenience of
of the
the logistics
logistics
Of on logistics, were concerned with the
services, 45 about integrity, and 91 about responsiveness. A total of 138 customer
services, 45 about integrity, and 91 about responsiveness. A total of 138 customer reviews were reviews were
Of the 500
concerned aboutpoor
thecomments on of
reliability logistics,
the 28 were services
logistics concerned with
and theabout
198 convenience of the logistics
communication. The
concerned about the reliability of the logistics services and 198 about communication. The proportions
services,
proportions45 about
of the integrity,
different and
factors 91 about responsiveness. A total of 138 customer reviews were
of the different factors are shown inare shown
Figure 5. in Figure 5.
concerned about the reliability of the logistics services and 198 about communication. The
proportions of the different factors are shown in Figure 5.

Convenience
Integrity
5%
9%
Convenience
Integrity
5%
9%

Communication
40%
Responsiveness
Communication 18%
40%
Responsiveness
18%

Reliability
28%

Reliability
28%
Figure 5. Proportion of factors in poor comment.

An analysis of the aboveFigure 5. Proportion of factors in poor comment.

customer comment data suggests that (of the 2000 comments) customers
were most concerned with Figurethe reliability of the
5. Proportion logistics
of factors services.
in poor comment.Among them, customers paid
An analysis of the above customer comment data suggests that (of the 2000 comments)
more attention of the reliability of logistics services in praise when leaving positive feedback, while
customers were most concerned with the reliability of the logistics services. Among them, customers
customers paid more attention tocustomer
the communication of logistics services during a2000
poor comments)
evaluation.
paidAn analysis
more of of
attention thetheabove
reliability comment
of logistics data
services insuggests
praise whenthat leaving
(of the positive feedback,
The customer’s
customers attitude
were most to relevant
withlogistics serviceoffactors will affect their satisfaction. This study
while customers paidconcerned
more attention thetoreliability the logistics
the communication of services.
logistics Among
servicesthem, customers
during a poor
used
paid emotional analysis
more attention to study a
of the reliabilitycustomer’s attitude toward logistics service elements and further
evaluation. The customer’s attitude toofrelevant
logisticslogistics
servicesservice
in praise whenwill
factors leaving
affectpositive feedback,
their satisfaction.
discussed
while the impact
customers paidof more
logistics service to
attention elements
the on customer satisfaction.
communication of logistics services during a poor
This study used emotional analysis to study a customer’s attitude toward logistics service elements
evaluation. The customer’s attitude to relevant logistics service factors will
and further discussed the impact of logistics service elements on customer satisfaction. affect their satisfaction.
This study used emotional analysis to study a customer’s attitude toward logistics service elements
and further discussed the impact of logistics service elements on customer satisfaction.
Sustainability 2019, 11, 3570 11 of 16

4.3. Sentiment Analysis

4.3.1. Extraction of Feature Words

Sentiment analysis (also known as opinion mining) is the process of analyzing, processing,
inducing, and reasoning the subjective text with emotional color by using text mining technology to
analyze a substantial number of unstructured comment texts. Emotional analysis of online reviews
begins by with extracting text feature words from comments. Li, F. et al. (2010) used syntactic structure
tree Skip-Tree CRFs to extract evaluation feature words for affective polarity analysis [36]. Li, C.W. et
al. (2016) used the inverse text frequency index (IDF) method, which is commonly used in information
science to sort keyword weights, extract important feature words, and carry out affective analysis [37].
The above method is efficient, but ignores the error caused by the synonym of the feature words in
the comment text, thus affecting the accuracy of the research results. Therefore, this study adopted
a semiautomatic way to set the synonym table of feature words to improve accuracy. The specific
method classifies the characteristic words and their synonyms in the five logistics service factors that
affect customer satisfaction and forms a synonym table of feature words, as shown in Table 4.

Table 4. Synonym list of feature words (partial).

Responsiveness Communication Convenience Integrity Reliability

Velocity Service Convenient Package Reliable
Logistics Attitude Facilitate Intact Description
Express After-sale serve Door-to-door delivery Complete Expected value
Deliver Refund Direct Package box Trust
Dispatch Express courier Labor save In good condition Safeguard

4.3.2. Quantitative Score

The study set a certain rate standard for the five influencing factors of logistics service to quantify
the customer’s comments on the five factors of logistics service. The grading rules for each factor were
set according to the modifiers and characteristics of each influencing factor in the comment message,
as shown in Table 5.

Table 5. Influence factor scoring rules.

Influence
5 Score 4 Score 3 Score 2 Score 1 Score
Factors
Responsiveness Very fast Fast General/Normal A little slow Very slow
Service is very Considerate/ Generally/
Communication Not bad/Normal Very bad
good Responsible Not good
Not very
Convenience Very convenient Door-to-door delivery Not bad/General Trouble/Inconvenient
convenient
The packaging is Poor packing/
Integrity Intact/ Undamaged General/Normal Very poor package
very careful damaged
Very consistent A little different
Completely
Reliability with the Tally Acceptable from the
inconsistent
description description

Each factor was quantified in the comment information according to the grading rules of each
influence factor. In the process of grading strictly by the scoring rules, the customer’s comments
on the factors not involved in the information defaulted to three points, that is, the recognition of
them. Comments such as “in short, all 5 points good”, and “overall feeling average” meant that the
summation statement was mainly based on the summary information to score. The same semantic
flexibility could also be performed according to the intensity of the emotional color (“in time” can be
equated with “fast”). The scores of the factors that affected customer satisfaction were obtained after
counting the scores of each comment information as shown in Table 6. The comment information
was transformed into digital information through emotional quantification to determine the overall
comment data of customers on JD Fresh e-commerce logistics services.
Sustainability 2019, 11, 3570 12 of 16

Table 6. Score of customer satisfaction influential factors (partial).

Order Number Responsiveness Communication Convenience Integrity Reliability

1 5 4 4 4 4
28 5 3 3 3 5
109 4 5 5 3 4
183 3 3 4 3 4
1012 4 4 3 4 4

4.3.3. Correlation Analysis

SPSS statistical software was used to analyze the correlation between customer satisfaction and
the influencing factors of fresh e-commerce logistics service. We imported the score information table
for the above 2000 comments into the software. Table 7 presents the results of the regression analysis,
taking customer satisfaction as the dependent variable y (bad evaluation value 1, favorable evaluation
value 2) and the five influencing factors obtained from the above analysis as the independent variables
(convenience X1 , communication X2 , reliability X3 , integrity X4 , and responsiveness X5 ).

Table 7. Correlation coefficients.

Non-standardized Standard
Collinear Statistics
Coefficient Coefficient t Sig.
Model
Standard
B Tolerance VIF
Error
1 Variable 0.424 0.025 16.714 0.000
X1 0.107 0.006 0.229 16.864 0.000 0.931 1.074
X2 0.086 0.005 0.243 17.232 0.000 0.864 1.158
X3 0.101 0.006 0.272 16.869 0.000 0.658 1.519
X4 −0.003 0.006 0.007 −0.505 0.614 0.852 1.173
X5 0.172 0.005 0.517 33.739 0.000 0.730 1.370

Table 7 shows that variables X1 , X2 , X3 , and X5 passed the significance test. The test of significance
of less than 0.05 also showed that convenience, communication, reliability, and responsiveness in
the logistics service of fresh food e-commerce had a significant impact on customer satisfaction.
The normalization coefficient represents that, in the regression equation, a greater degree of explanation
of each variable to the dependent variable means a greater normalization coefficient. The influence of
the variable is stronger, and the responsiveness factor of the logistics service has the most influence
on customer satisfaction. The responsive factor of the logistics service has the strongest influence on
customer satisfaction, while the convenience factor has the weakest.

5. Discussion and Conclusions

5.1. Discussion
This study used the CNN deep learning model and sentiment analysis method to analyze the
comments published by customers after purchasing fresh products online and explore the logistics
service factors and their impact on customer satisfaction. The reliability of logistics service from the
data of the classification results accounted for 38% of the 2000 comments, 18% of the communication
factors, and 17% of the convenience and integrity factors. The responsiveness factors accounted for
10%, indicating that the majority of customers paid attention to the reliability of logistics service
when shopping for fresh goods online, that is, the reliability of the business service (whether the
goods are delivered on time, with accuracy, committed level of fulfillment, etc.) and the proportion
of customers who paid attention to the communication, convenience, and integrity of the logistics
services was comparable, while very few customers paid attention to the responsiveness of logistics
services. The regression analysis results suggest that the convenience, serviceability, reliability, and
Sustainability 2019, 11, 3570 13 of 16

responsiveness of the fresh e-commerce logistics service had a significant positive impact on customer
satisfaction, whereas the impact of integrity on customer satisfaction was not significant. This result is
consistent with the studies by Ha (2018) [38] and Park (2002) [39], indicating that the subjective logistics
service quality of customers in the process of purchasing fresh produce online had an important impact
on their satisfaction. In addition, this study found that the impact of integrity on customer satisfaction
was not significant. This result is consistent with Wang’s claim that the objective logistics service
quality has no significant impact on customer satisfaction (Wang, 2006) [40]. Therefore, the main factor
affecting customer satisfaction is the quality of service that customers experience during the online
shopping process. In summary, the results show that the reliability of logistics services (38%) that
customers focused on had an impact on customer satisfaction of only 0.272, the communication of
logistics services (18%) that customers focused on had an impact on customer satisfaction of only 0.243,
the convenience of logistics services (17%) that customers focused on had an impact on customer
satisfaction of only 0.229, while the responsiveness (10%), which customers paid the lowest attention to,
had the maximum impact on customer satisfaction of 0.517 and which the integrity of logistics services
(17%) that customers focused on had no significant impact on customer satisfaction. The responsiveness
of logistics service has the greatest impact on customer satisfaction because, nowadays, with online
shopping being generally accepted by consumers and has even become the main way of daily shopping,
people not only pay attention to whether the merchants deal with orders on time and whether they
deliver packages on time, but also pay more attention to when customers put forward the idea of
returning goods and if the merchant can contact the customers in a timely manner and provide them
with satisfactory solutions to minimize the loss of customers and improve customer satisfaction.
On the one hand, logistics service, as an important link and basic guarantee in the process
of online shopping transactions, can enhance the loyalty of customers to enterprises. E-commerce
companies must enhance the repeat purchase intention of customers by improving the quality of
logistics services and obtain a stable customer base. Only a stable customer base can maintain the
competitive advantage of e-commerce companies. Meanwhile, e-commerce companies can improve
their own logistics systems based on the research results of this study by identifying the inadequacies
and formulating corresponding optimization measures to enable enterprises to achieve longer-term
development. From the perspective of responsiveness, e-commerce enterprises need to configure
special personnel to process customer orders in time, and inform customers in a timely manner to
verify the order information, thus confirming that there are no errors in the information; moreover,
when customers inquire about products or logistics information during working hours, staff should
reply in time and give detailed answers. Finally, if such customers are not satisfied with the products or
services of the merchants, compensation measures should be put forward in time to reduce customer
losses. From the point of view of reliability, e-commerce enterprises should keep their promises, deliver
the package to the right place and give it to the right person within the prescribed time, and ensure that
the products received by customers are consistent with the description by the merchants on the Internet.
From the perspective of communication, e-commerce enterprises should provide professional training
to their employees, improve their language expression ability and professional quality, maintain a
positive and enthusiastic attitude in the process of communicating with customers, and, when facing
questions posed by customers, service personnel should answer patiently and provide customers with
the most valuable information. From the perspective of convenience, when customers buy goods
online, e-commerce enterprises should ensure that access to the web page is convenient and the
payment operation is easy; when customers receive express delivery, e-commerce enterprises should
provide door-to-door delivery services to save time for their customers.

5.2. Conclusions
A text classification method based on a CNN model was proposed in this study to address the
problems of not fully utilizing text context for traditional text categorization methods, relying on
the manual extraction of features and rules, sparse representation of data, etc. The self-learning
Sustainability 2019, 11, 3570 14 of 16

characteristics of CNNs were used to train word vectors, which avoided data sparsity. Classification
tasks can be achieved using the convolutional layer to extract local features, the pooling layer to filter
features, and setting up a fully connected layer to further abstract features. The experimental results
confirm that convenience, communication, reliability, and responsiveness had a significant impact
on customer satisfaction, whereas integrity had none. Therefore, it further proves the feasibility and
effectiveness of the proposed method to better analyze the tendency of text information.

5.3. Limitations and Future Research Trends

Although some conclusions have been drawn through the use of in-depth learning in text mining
technology, there are still many research deficiencies and limitations. For example, the data sources of
this study were mainly fresh fruits, and not all comments on fresh agricultural products were grasped
and analyzed, which may lead to a lack of representativeness regarding the research results. In the
follow-up study, online comments on all kinds of fresh agricultural products will be taken as the
research object to improve the universality of the experimental results. Based on the literature collation
and the practical basis, this research divided the logistics service quality into five dimensions according
to the operation process of the fresh e-commerce industry and logistics service. In the follow-up study,
we will proceed from other angles and combine other attributes of the logistics industry to carry out
different dimensions of the fresh e-commerce logistics service quality. In this study, when compiling
the text classification model of a convolution neural network, only one layer of convolution layer
and one layer of pooling layer were used for training. As the accuracy of the model training has not
reached a particularly ideal state, the next step is to set up a multi-layer convolution layer in the model
to improve the accuracy of the training.

Author Contributions: W.H. and C.Z. designed and wrote this article; L.W. and X.P. provided suggestions for
this article.
Funding: This work was supported by the National Natural Science Foundation of China (Project Approval
No. 71303094), the Major Project of the National Social Science Fund of China (Project Approval No. 14ZDA069),
the Fundamental Research Funds for the Central Universities (Project Approval No. JUSRP51641A), and the
National Natural Science Foundation of China (Project Approval No. 71871105).
Conflicts of Interest: The authors declare no conflict of interest.

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