基于在线评论的消费者品牌转换意向模糊推理

doi:10.6040/j.issn.1671-9352.3.2014.132

山东大学学报（理学版） ›› 2014, Vol. 49 ›› Issue (12): 7-11.doi: 10.6040/j.issn.1671-9352.3.2014.132

基于在线评论的消费者品牌转换意向模糊推理

宋爽¹, 那日萨¹, 张杨²

1. 大连理工大学系统工程研究所, 辽宁大连 116024;
2. 东北财经大学工商管理学院, 辽宁大连 116024

收稿日期:2014-08-28 修回日期:2014-10-21 出版日期:2014-12-20 发布日期:2014-12-20
通讯作者: 那日萨(1970- ),男，副教授,博士生导师,研究方向为情感计算、电子商务. E-mail:nmgnrs@dlut.edu.cn E-mail:nmgnrs@dlut.edu.cn
作者简介:宋爽(1989- ),女,硕士研究生,研究方向为情感计算、电子商务. E-mail:cxuelian@mail.dlut.edu.cn
基金资助:
国家自然科学基金面上项目(61072128);国家自然科学基金青年科学基金资助项目(71102089);教育部人文社科研究规划基金资助项目(14YJA630044)

Approximate reasoning research of customer's brand switching intention based on online reviews

SONG Shuang¹, ZHAO Narisa¹, ZHANG Yang²

1. Institute of Systems Engineering, Dalian University of Technology, Dalian 116024, Liaoning, China;
2. The School of Business Administration, Dongbei University of Finance and Economics, Dalian 116024, Liaoning, China

Received:2014-08-28 Revised:2014-10-21 Online:2014-12-20 Published:2014-12-20

摘要/Abstract

摘要： 依据消费者心理学及品牌行为理论,从消费者感知质量、感知价值、品牌声誉、期望达成度4个维度建立了品牌转换意向模型;通过对网络消费者在线评论中评价词、情感词的提取和语义分析,结合模糊情感语料库和品牌转换意向推理规则,模糊推理出消费者品牌转换意向,进而推理出消费者的品牌转换意向的转换类型。以淘宝网上4种化妆品为例进行消费者品牌转换意向研究,得到较合理的结论并给予营销性建议,验证了所提方法的有效性。

关键词: 消费者转换意向, 在线评论, 近似推理, 情感计算

Abstract: Based on consumer psychology and experiential marketing theory, a model of customer switching intention was established from four dimensions: perceived quality, perceived value, brand reputation and expectation. Then semantic analysis on the valuation words and emotional words extracted from the consumer online reviews was made. Furthermore, combined with fuzzy sentiment corpus and fuzzy inference, the consumer's brand switching intention was computed, and the customer's switching intention types was identified. Finally, an experimental study with the case of four types of cosmetics on the TaoBao site was carried out, and reasonable conclusions and some marketing advices were obtained, which all verify the validity of the method.

Key words: customer switching intention, online reviews, fuzzy inference, affective computing sentiment computing

中图分类号:

TP391

宋爽, 那日萨, 张杨. 基于在线评论的消费者品牌转换意向模糊推理[J]. 山东大学学报（理学版）, 2014, 49(12): 7-11.

SONG Shuang, ZHAO Narisa, ZHANG Yang. Approximate reasoning research of customer's brand switching intention based on online reviews[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2014, 49(12): 7-11.

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基于在线评论的消费者品牌转换意向模糊推理

Approximate reasoning research of customer's brand switching intention based on online reviews

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