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

JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2014, Vol. 49 ›› Issue (12): 7-11.doi: 10.6040/j.issn.1671-9352.3.2014.132

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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

Abstract

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

CLC Number:

TP391

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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