Abstract: Fresh e-commerce is widely regarded as the next blue ocean in the field of e-commerce, which has attracted various types of capital and platforms to join the competition. However, fresh e-commerce is now still in the stage of development and exploration. How to grasp customer requirements accurately and timely and improve customer satisfaction significantly is an important issue that currently facing.In this paper, a customer satisfaction evaluation method for fresh e-commerce that based on online reviews and stochastic dominance rules is proposed. Firstly, based on the large amount of online reviews - existing in fresh e-commerce and LDA model, the topic of online review is extracted and regarded as the influencing factor of customer satisfaction for fresh e-commerce. Secondly, a sentiment dictionary is constructed to calculate the score of customers' sentiment inclination, which is subsequently regarded as the basis for judging the customer satisfaction. Finally, a random dominance matrix of influencing factors in different commodity categories is constructed using the stochastic dominance rules, and the ranking of influencing factors in different commodity categories is given by using the PROMETHEE-Ⅱ method. An empirical case study on customer satisfaction evaluation is conducted by crawling online reviews of different kinds of fresh goods on Tmall website. It also verified the applicability and validity of the proposed method. The empirical results show that the importance ranking of influencing factors on customer satisfaction in different fresh commodity categories is different. It is worth noting that the proposed method also provides reference and support for customer satisfaction evaluation on other products or services.

Key words: fresh e-commerce, online reviews, LDA, sentiment analysis, stochastic dominance rules, PROMETHEE-Ⅱ