Cluster Analysis of Exclamations and Comments on E-Commerce Products

Abstract

A survey of consumers' opinions of women's clothing was obtained from reviews and comments during online sales. The high popularity of clothing and footwear as a segment of the electronic market is considered. Correlation analysis of survey data was performed, correlation coefficients were calculated, a correlation matrix was constructed, and autocorrelation was established, establishing how consumers perceive the offered products and services in the clothing sales segment. Cluster data analysis was performed. Dendrograms of clothing sales responses were constructed and analyzed due to the conclusions obtained from various research methods of the clothing sales segment on the Internet, recommendations for improving the clothing sales system, and proposals for developing new marketing measures.