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Data Analysis and Knowledge Discovery  2019, Vol. 3 Issue (9): 124-134    DOI: 10.11925/infotech.2096-3467.2018.1332
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Analyzing Textual Features of Excess-funded Agricultural Products——Case Study of Crowdfunding Website
Manyu Huang1,Qi Yun1(),Hufeng Peng2,Xuemeng Dou1
1 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
2 School of Information and Safety Engineering, Zhongnan University of Economics and Law, Wuhan 430073, China
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Abstract  

[Objective] This paper aims to identify the textual features of excess-funded agricultural products with the crowdfunding services and the time evolution rules of typical topics. [Methods] We used the TOT analysis model to retrieve the texts of 1137 excess-funded agricultural product between September 2013 and April 2018 from the crowdfunding website. Then, we obtained the probability distribution of the terms with each theme. Finally, we examined the time evolution trends of each topic. [Results] The excess-funded agricultural products were in the categories of tea, wine and honey. Text characteristics of these projects focused on the value of customers, quality of the agricultural products and social benefits. The distribution of topic intensity on value of customers and quality of agricultural products from 2014 to 2017 showed the U pattern. [Limitations] The high-quality crowdfunding data of agricultural products is relatively limited. [Conclusions] The projects seeking more crowdfunding support should emphasize the high quality of the products and the unique experience of participation .

Key wordsTopic Mining      Excess-funded      Crowdfunding Project of Agricultural Products      Textual Features      TOT Model     
Received: 27 November 2018      Published: 23 October 2019
:  TP391 G35  

Cite this article:

Manyu Huang,Qi Yun,Hufeng Peng,Xuemeng Dou. Analyzing Textual Features of Excess-funded Agricultural Products——Case Study of Crowdfunding Website. Data Analysis and Knowledge Discovery, 2019, 3(9): 124-134.

URL:

http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2018.1332     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2019/V3/I9/124

符号 描述
K 超额募资的农产品众筹项目推介文本的数量
M 超额募资的农产品众筹项目推介文本相关文档的数量
V 超额募资的农产品众筹项目推介文本词项的数量
Nm 文档m中单词的数量
${{\vec{\vartheta }}_{m}}$ 文档m上的主题多项分布, Θ =$\{{{\vec{\vartheta }}_{m}}\}_{m=1}^{M}$(M×K matrix)
${{\vec{\varphi }}_{k}}$ 主题k上的词项多项分布, Φ =$\{{{\vec{\varphi }}_{k}}\}_{k=1}^{K}$(K×V matrix)
${{\vec{\psi }}_{k}}$ 主题k随时间变化的贝塔分布, Ψ =$\{{{\vec{\psi }}_{k}}\}_{k=1}^{K}$(K×2 matrix)
${{z}_{m,n}}$ 文档m中第n个词的主题
${{w}_{m,n}}$ 文档m中第n个词
${{t}_{m,n}}$ 文档m中第n个词的时间戳
$\vec{\alpha }$ 文档多项分布${{\vec{\vartheta }}_{m}}$的狄利克雷先验分布, K维向量
$\vec{\beta }$ 主题多项分布${{\vec{\varphi }}_{k}}$的狄利克雷先验分布, V维向量
排序 品类 项目个数 项目比率
1 茶叶 176 15.5%
2 79 6.9%
3 蜂蜜 70 6.2%
4 大米 65 5.7%
5 橙橘 45 4.0%
6 坚果 36 3.2%
7 枣类 34 3.0%
8 22 1.9%
9 枸杞 20 1.8%
10 其他 590 51.9%
序号 关键词及权重值
Topic1 苹果 0.012883, 健康 0.012853, 种植 0.008783, 分享 0.008691, 产品 0.006641, 提供 0.005906, 农民 0.005692,
食品 0.005049, 农场 0.004743, 营养 0.004621, 家乡 0.004437, 铁皮石 0.004284
Topic2 价值 0.044918, 产品 0.02133, 手工 0.017231, 活动 0.013384, 食品 0.013216, 蜂巢 0.012965, 放心 0.012547,
绿色 0.011962, 体验 0.009619, 会员 0.008532, 采摘 0.008114, 享受 0.007946
Topic3 土蜂 0.017136, 水果 0.010551, 蜂蜜 0.009802, 放心 0.007558, 食品 0.006585, 黑木耳 0.00651, 环境 0.00636,
木桶 0.006286, 特产 0.006061, 黄豆 0.005762, 发起 0.005612, 中华 0.005612
Topic4 苹果 0.116188, 栖霞 0.035779, 烟台 0.031104, 精品 0.015708, 快递 0.014149, 果园 0.010971, 价格 0.010908,
新鲜 0.010659, 品尝 0.010036, 种植 0.009288, 红富士 0.00854, 达成 0.008415
Topic5 传统 0.034746, 茶叶 0.02506, 价值 0.023994, 红茶 0.023549, 工艺 0.013685, 制作 0.012441, 茶园 0.011552,
达成 0.010131, 福鼎 0.010042, 海鲜 0.009242, 茶农 0.008353, 奖励 0.008087
Topic6 价值 0.02788, 世界 0.012021, 会员 0.009378, 礼盒 0.009208, 享受 0.008867, 参与 0.008782, 天麻 0.008611,
加入 0.008355, 了解 0.007929, 加工 0.007759, 信号 0.007503, 粮食 0.006309
Topic7 枸杞 0.040668, 新疆 0.011153, 云南 0.011002, 产品 0.009408, 农家 0.008801, 辣酱 0.008574, 会员 0.007056,
城市 0.006146, 生态 0.006146, 精美 0.005918, 甜蜜 0.005766, 养殖 0.00569
Topic8 蜂蜜 0.03456, 核桃 0.015488, 龙须菜 0.014208, 扶贫 0.01024, 爱心 0.009728, 玉米 0.009728, 资金 0.009088,
农民 0.008256, 农村 0.007552, 公司 0.007296, 农产品 0.007232, 食品 0.006784
Topic9 花香 0.018301, 大米 0.016517, 体验 0.013064, 五常 0.012431, 活动 0.01082, 免费 0.010647, 价值 0.010302,
礼盒 0.009035, 优惠 0.00869, 草莓 0.008633, 新鲜 0.008633, 采摘 0.008402
Topic10 大米 0.039687, 五常 0.01604, 父亲 0.015664, 水稻 0.009639, 生态 0.008811, 分享 0.008736, 香榧 0.00738,
参与 0.007004, 活动 0.006853, 稻田 0.006702, 幸福 0.006401, 安全 0.005949
Topic11 阳澄湖 0.013868, 价值 0.012727, 市场价 0.011498, 定制 0.010884, 礼品 0.010445, 健康 0.010094, 礼盒 0.009567,
适合 0.008514, 品质 0.0079, 原浆 0.007812, 石榴 0.007812, 枇杷 0.007285
Topic12 樱桃 0.023376, VIP 0.012183, 生态 0.011787, 价值 0.011589, 蜜柚 0.0104, 顺丰 0.010301, 种植 0.010103,
幸运 0.010004, 健康 0.009608, 新鲜 0.009608, 花生 0.009113, 基地 0.008815
Topic13 原生态 0.01888, 免费 0.015518, 体验 0.013578, 产品 0.012608, 价值 0.011121, 梦想 0.009052, 预定 0.00847,
板栗 0.007565, 全国 0.007565, 乡村 0.006983, 地址 0.006595, 精美 0.00653
Topic14 花椒 0.014352, 蔬菜 0.013056, 种植 0.011761, 生活 0.011295, 产品 0.008652, 原生态 0.008393, 栗子 0.007772,
核桃 0.007046, 农业 0.00658, 采摘 0.006114, 绿色 0.006114, 孩子 0.005699
Topic15 茶叶 0.025476, 咖啡 0.022074, 铁观音 0.016574, 绿茶 0.013824, 高山 0.012231, 春茶 0.010205, 茶农 0.009771,
茶树 0.008613, 作用 0.008468, 发展 0.008323, 普洱茶 0.007599, 自然 0.00731
Topic16 新疆 0.053813, 红枣 0.019016, 和田 0.016467, 核桃 0.014115, 营养 0.011468, 大枣 0.011076, 葡萄 0.01039,
玫瑰 0.010096, 运费 0.008724, 阿克苏 0.00794, 美味 0.007842, 统一 0.007842
Topic17 果园 0.037619, 生活 0.026533, 猕猴桃 0.024534, 葡萄酒 0.019627, 秦岭 0.01363, 精选 0.012721, 免费 0.012631,
香菇 0.010995, 订制 0.009814, 葡萄 0.009632, 愉快 0.008814, 冰糖 0.008632
Topic18 西藏 0.02197, 芒果 0.021736, 小米 0.019937, 脐橙 0.019468, 长白山 0.017905, 红薯 0.01681, 木耳 0.016654,
老人 0.016028, 种植 0.015637, 海南 0.013995, 宁夏 0.013839, 内蒙古 0.012353
Topic19 礼盒 0.020906, 预定 0.012037, 专用 0.011826, 柿饼 0.011826, 黄河 0.011192, 酱油 0.009819, 黄花菜 0.009503,
产品 0.008975, 达成 0.008447, 富平 0.008447, 陕西 0.007602, 文化 0.007602
Topic20 红糖 0.042929, 鸡蛋 0.02264, 手工 0.016956, 会员 0.010879, 价格 0.010781, 团队 0.010781, 私人 0.010291,
古法 0.009311, 甘蔗 0.009311, 品质 0.009115, 价值 0.009115, 限量 0.008037
一级维度 二级维度 涵盖的主题 代表性关键词
消费者
价值
体验 Topic2、Topic6、Topic9、Topic10、Topic13、Topic17 采摘、活动、分享、免费、订制
时令礼品 Topic11、Topic19 礼品、礼盒、预定、专用、健康
农产品
属性
健康绿色 Topic1、Topic3、Topic12、Topic14 健康、营养、放心、环境、生态、原生态、新鲜、绿色
原产地 Topic4、Topic7、Topic16、Topic18 苹果、栖霞、烟台、红富士、枸杞、新疆、云南、红枣、和田、阿克苏、芒果、海南
畅销品类 Topic5、Topic15 茶叶、红茶、茶园、茶农、铁观音、绿茶、高山、春茶、普洱茶
生产工艺 Topic20 私人、古法、手工、限量
社会效应 扶贫 Topic8 扶贫、爱心、资金、农民、农村
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