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

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。

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 se- mantic analysis on the valuation words and emotional words extracted from the consumer online reviews was made. Fur- thermore, 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 nf the methnd.