How Could Consumers’ Online Review Help Improve Product Design Strategy?

Abstract

This study aims to explore the utilization of user-generated content for product improvement and decision-making processes. In the era of big data, the channels through which enterprises obtain user feedback information are transitioning from traditional methods to online platforms. The original data for this study were obtained from customer reviews of cordless hairdryers on JD.com. The specific process is as follows: First, we used the Python Requests package to crawl 20,157 initial comments. Subsequently, the initial data were cleaned, resulting in 1405 valid comments. Next, the cleaned and valid comments were segmented into Chinese words using the HanLP package. Finally, the Latent Dirichlet Allocation (LDA) method was applied for topic modeling. The visualization of the topic clustering was generated using pyLDAvis, and three optimal topics were identified. These topics were named “User Experience”, “Product Evaluation”, and “Product Features”, respectively. Through data analysis and expert consultation, this study developed product design improvement strategies based on online reviews and verified the validity of the developed cordless hairdryer design index system through a questionnaire survey, providing practical references and innovative theoretical foundations for future product design assessments.