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Fig 1.

Research techniques used in this study.

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Table 1.

Text processing results.

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Table 1 Expand

Table 2.

Main procedures of K-means.

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Table 2 Expand

Fig 2.

Results of K-means clustering for Jingdong.

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Fig 2 Expand

Fig 3.

Results of K-means clustering for Taobao.

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Fig 4.

Combined results of K-means clustering for both Jingdong and Taobao.

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Fig 5.

SSE of K-means.

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Fig 6.

Silhouette coefficient of K-means.

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Fig 7.

The theoretical framework of OCPB influencing factors.

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Table 3.

OCPB hypotheses results.

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Table 3 Expand