Factors Influencing Consumers' Satisfaction with Edible Non-wood Forest Products Based on Online Reviews

We explored the impact of different dimensions of perceived value on product satisfaction through regression analysis. Based on the theory of perceived value, a five-dimensional model of consumers' perceived value of edible non-wood forest products was constructed. Then, 35 375 online comments were crawled using crawler software.Finally, fine-grained sentiment analysis technology was used to quantify the sentimental attitude of the review text. It is found that the economic value, functional value, procedural value, and brand value of edible non-wood forest products have a significantly positive impact on consumers' satisfaction, and the degree of such influence increases in turn. Furthermore, the product categories based on whether or not they had been forest certified played a moderating role in the relationship between functional value, procedural value, economic value and green value and consumer satisfaction. In view of this, we put forward suggestions that companies should improve the cost-effectiveness of edible non-wood products, tap the green value of products, strengthen brand promotion, improve the service function system, and actively certify operating products.