Factors Influencing Consumer Satisfaction of Fresh Produce E-Commerce in the Background of COVID-19—A Hybrid Approach Based on LDA-SEM-XGBoost

In order to clarify the influencing factors of fresh produce e-commerce consumer satisfaction in the context of COVID-19, a hybrid approach based on LDA-SEM-XGBoost was proposed by studying online reviews. Firstly, topic elements were extracted through the LDA topic model, PLS-SEM was established to explore the paths between variables, and XGBoost models were applied to rank the importance of each topic variable based on satisfaction. The results showed that epidemic factors had a significant impact on logistics factors, product factors, and platform factors, with the epidemic factors having the greatest impact on logistics factors. Logistics factors, product factors, platform factors, and epidemic factors had a significant impact on consumer satisfaction, with logistics factors having the greatest impact on satisfaction. The topic variables affecting fresh produce e-commerce consumer satisfaction were, in order: logistics time, shipping speed, product quality, delivery speed, after-sales strategy, logistics packaging, product price, the impact of COVID-19, marketing strategy, and product brand. Based on these findings, recommendations are made for the sustainable production and marketing of fresh produce.