摘 要近年来国内二手交易规模不断增长，相关二手交易平台也随之出现。闲鱼是国内较为成熟的 C2C 二手交易平台，其用户量已超 3 亿，每天信息发布量超过 200 万。但是与天猫、京东等电商平台相比，以闲鱼为代表的二手交易平台活跃度与成交量仍较低。究其原因，二手平台存在信息不对称、卖方信誉不确定、交易风险大等问题，不少消费者虽然被二手交易平台的低价所吸引，但由于产品介绍信息不全面等问题导致个人买家在平台上活跃度不足，无法达成交易。二手平台中卖方怎样的产品介绍最能促进个人买家的活跃度？这一研究问题尚未在二手交易平台的语境下得到充分研究。本文通过爬取闲鱼平台上大量的产品介绍文本内容，对文本中包含的不同因素进行分离，分析这些因素对个人买家浏览、购买等行为的影响。研究发现商品描述中的品牌型号、产品性能、能否讲价对个人买家活跃度产生影响。二手平台的个人卖家应调整商品信息，提高消费者的感知价值和降低感知风险，吸引个人买家关注，增强平台活跃度，促进二手商品的交易。- I -关键词： 二手交易，产品描述，购买意愿，影响因素(论文)Analysis of Factors Affecting Consumer Activeness—Using Text Mining Based on Xianyu AbstractIn recent years, the scale of domestic second-hand transactions has been growing, and relevant second-hand trading platforms have emerged. Xianyu is a relatively mature C2C second-hand trading platform in China, with more than 300 million users and more than 2 million information releases per day. However, compared with Tmall, Jingdong and other e-commerce platforms, the activeness and transaction volume of Xianyu is still low. The reason is that the second-hand platform has problems such as asymmetric information, uncertain reputation of the seller, and high transaction risk. Although many consumers are attracted by the low price of the second-hand trading platform, due to the incomplete product introduction information and other problems, individual buyers are not active enough on the platform to conduct transaction.What kind of product intro...
