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山东大学学报（理学版） ›› 2015, Vol. 50 ›› Issue (07): 17-22.doi: 10.6040/j.issn.1671-9352.3.2014.154

• 论文 • 上一篇    下一篇

基于在线评论的品牌再购意向模糊推理方法

戚方丽, 崔雪莲, 那日萨   

  1. 大连理工大学系统工程研究所, 辽宁 大连 116024
  • 收稿日期:2014-09-19 出版日期:2015-07-20 发布日期:2015-07-31
  • 通讯作者: 那日萨(1970-),男,教授,博士生导师,研究方向为情感计算、文本挖掘。E-mail:nmgnrs@dlut.edu.cn E-mail:nmgnrs@dlut.edu.cn
  • 作者简介:戚方丽(1988-),女,硕士研究生,研究方向为情感计算、电子商务。E-mail:qifangli@mail.dlut.edu.cn
  • 基金资助:
    教育部人文社科研究规划基金资助项目(14YJA630044)

Research on fuzzy reasoning of brand repurchase intention based on the online reviews

QI Fang-li, CUI Xue-lian, ZHAO Narisa   

  1. Institute of Systems Engineering, Dalian University of Technology, Dalian 116024, Liaoning, China
  • Received:2014-09-19 Online:2015-07-20 Published:2015-07-31

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摘要： 以计划行为理论为基础,从品牌态度、品牌声誉和感知价格三个维度,建立了消费者品牌再购意向模糊推理模型:构建了针对化妆品的评价词语料库和消费者品牌再购意向模糊推理规则库,通过对网络消费者在线评论中评价词的提取和语义分析,进行消费者品牌态度、感知价格、品牌声誉的计算和消费者再购意向的模糊推理:结合消费者的消费总额,构建“品牌再购意向-消费总额”消费者分类矩阵。以聚美优品网站的3款面膜为例进行品牌再购意向的实例计算,结果验证了所提方法的合理性和可行性。

关键词: 再购意向, 在线评论, 模糊推理, 语义计算

Abstract: Based on the theory of planned behavior(TPB), a fuzzy reasoning model of brand repurchase intention was established from three dimensions: brand attitude, brand reputation and perceived value: then the valuation word corpus and brand repurchase intention fuzzy reasoning rules for cosmetic brands were constructed. By extracting valuation words from the consumer online reviews and making semantic analysis, brand attitude, brand reputation and perceived value were computed, and brand repurchase intention was also obtained. Combining with the total consumption, the customer classification matrix “brand repurchase intention-total consumption” was constructed. Finally, an experimental study with the case of 3 types of facial mask on the Jumei site was done and the reasonable conclusion verified the validity of the method.

Key words: semantic computing, online reviews, repurchase intention, fuzzy reasoning

中图分类号: 

  • TP393
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[2] 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.
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