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Consumer's risk perception on the Belt and Road countries: evidence from the cross-border e-commerce

机译：``一带一路''沿线国家消费者的风险感知：跨境电子商务的证据

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摘要

Understanding consumer's risk perception on the Belt and Road (B&R) countries is important for the development of cross-border e-commerce (CBEC) along these countries. However, most of the extant studies cannot properly analyze consumer's risk perception due to the limited data collected by questionnaires. Therefore, this study proposes a text-mining-based framework to study consumer's risk perception on the B&R countries based on massive textual online reviews collected from CBEC. In the proposed framework, the Latent Dirichlet Allocation model and sentiment analysis method are used to identify the main risk factors affecting consumer's risk perception and calculate their sentiment score, the risk perception indicator is constructed to measure the magnitude of consumer's risk perception. In the experiment, totally 66,661 reviews of the representative products from nine B&R countries are collected from Tmall Global. Six major risk factors are identified, and consumer's risk perception on nine B&R countries is given.
机译：了解“一带一路”沿线国家的消费者风险认知对于这些国家跨境电子商务（CBEC）的发展非常重要。然而，由于问卷收集的数据有限，大多数现存的研究无法正确分析消费者的风险认知。因此，本研究提出了一个基于文本挖掘的框架，该框架基于从CBEC收集的大量文本在线评论来研究“一带一路”沿线国家的消费者风险感知。在提出的框架下，采用潜在狄利克雷分配模型和情绪分析方法，识别影响消费者风险感知的主要风险因素，并计算其情绪得分，构建风险感知指标以衡量消费者的风险感知程度。在实验中，从天猫环球收集了来自九个“一带一路”国家的代表性产品的66,661条评论。确定了六个主要风险因素，并给出了在“一带一路”沿线国家对消费者的风险认知。

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