Opinion Mining on E-commerce Live Broadcast of Agricultural Products Based on WLDA-Apriori Model

With the popularization of information technology in rural society, the e-commerce live broadcast of agricultural products has provided an impetus for agricultural marketing from rural to urban areas. But as an emerging industry, it has problems in live broadcast content, marketing strategies, market supervision, industry norms and agricultural aid effects. In order to fully understand the public opinion and promote the sustainable development of this industry, this paper proposes an opinion mining method based on WLDA-Apriori model. The method combines topic model with association rule algorithm, which can further analyze the implicit semantic relations among topic words. This paper also conducts the empirical study with social media data from Weibo, and obtains eight topics the Chinese public concerned. Based on topic words and their relations, the public opinion are identified and discussed from aspects of Industry Development, Market Effect, Live Broadcast Subject and Negative Effect. By encompassing as many netizens as possible, the research scope of this paper surpasses the constraints of conventional questionnaire surveys and case studies, enhancing the generalizability of the research findings and recommendations. But this paper does not integrate and analyze social media data from multiple platforms, nor does it analyze public opinion from the sentiment level.