基于网络评论的消费者重购行为意向挖掘

Consumer repurchases intention mining analysis based on online review

从消费者情感和网站促销因素两个角度出发,依据网络消费者再购行为模型和计划行为理论,构建了消费者重复购买意向模型;通过对消费者在线评论的情感词的提取和语义分析,计算消费者满意度和信任感,进而由模糊推理得出消费者重购意向值。最后,根据消费者的重购意向值和商品收藏数量对商品进行分类,并为商家提出有效的营销建议。

According to the online consumer repurchase behavior model and the theory of planned behavior,the consumer repurchase behavior intention model was built from both the consumer emotions and website external promotion factor. And through the online reviewextraction and semantic analysis of the emotional words the consumer satisfaction and trust were computed. Then the repurchases intention of consumers was also gotten based on the fuzzy inference theory. Finally,according to the repurchase intention of consumers for different products and the number of online product collections,the products were classified and effective marketing advices for businesses was given.