|
|
- 2015
基于在线评论的品牌再购意向模糊推理方法
|
Abstract:
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。
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
| [1] | MONROE K B, KRISHNAM R. The effect of price on subjective product evaluation. perceived quality: how consumers view stores and merchandise[M]. New York: John Wiley & Sons, 1985. |
| [2] | 陈明亮.生命周期不同阶段客户重复购买意向决定因素的实证研究[J].管理世界,2002,16(11):93-107. CHEN Mingliang. An experimental research on the determinants of customer repurchase intention in different life cycle stages[J]. Management World, 2002, 16(11):93-107. |
| [3] | 德尔·I·霍金斯,罗格·J·贝斯特,肯尼思·A·科尼. 消费者行为学[M].北京:机械工业出版社,2003. Del I Hawkins, Roger J Best, Kenneth A Coney. Consumer behavior[M]. Beijing: Mechanical Industry Press, 2003. |
| [4] | 那日萨,钟佳丰,童强. 基于情感词汇的在线评论产品个性化推荐方法研究[J].郑州大学学报:理学版,2011,43(2):48-51. ZHAO Narisa, ZHOGN Jiafeng, TONG Qiang. Research on product recommendation based on sentiment words of online reviews[J]. Journal of Zhengzhou University: Natural Science Edition, 2011, 43(2):48-51. |
| [5] | TIMOTHY J R. 模糊逻辑及其工程应用[M].钱同惠,译.北京:电子工业出版社,2001. TIMOTHY J R. Fuzzy logic with engineering application[M]. QIAN Tonghui, Trans. Beijing: Electronic Industry Press, 2001. |
| [6] | SELNESF. An examination of the effect of product performance on brand reputation, satisfaction and loyalty[J]. European Journal of Marketing, 1993, 27(9):19-35. |
| [7] | 那日萨,李媛.基于在线评论的消费者模糊情感计算与推理[J].情报学报,2011,13(4):412-423. ZHAO Narisa, LI Yuan. Online-review-based fuzzy computing and inference of consumer sentiment[J]. Journal of the China Society for Scientific and Technical Information, 2011, 13(4):412-423. |
| [8] | GENSCH D H, AVERSA N, MOORE S P. A choice-modeling marketing information system that enabled ABB electric to expand its market share[J]. Interface, 1990, 9(1):6-25. |
| [9] | LAUGT, LEESH. Consumer's trust in a brand and the link to brand loyalty[J]. Journal of Market Focused Management, 1999, 4(4):341-370. |
| [10] | MULLET G. Consumer attitudes about food production[J]. Trends in Food Science & Technology, 2006, 16:466-474. |
| [11] | 董强, 董振东, 孙茂松.语言计算与基于内容的文本处理[M]. 北京:清华大学出版社,2003:364-370. DONG Qiang, DONG Zhendong, SUN Maosong. Language computing and content-based text processing[M]. Beijing: Tsinghua University Press, 2003: 364-370. |
| [12] | MATTILA A S, MOUNT D J. The impact of selected customer characteristics and response time on e-complaint satisfaction and return intent[J]. International Journal of Hospitality Management, 2003, 22(2):135-145. |
| [13] | ARCH G W, LISE L F. Linking service quality, customer satisfaction, and behavioral intention[J]. Journal of Health Care Marketing, 1989, 9(4):5-17. |
| [14] | 陈小平.顾客资产份额研究[J]. 经济管理·新管理,2002(18):31-35. CHEN Xiaoping. Customer equity share research[J]. Economic Management·New Management, 2002(18):31-35. |
| [15] | MITCHELL A A, OLSON J C. Are product attribute beliefs the only mediator of advertising effects on brand attitude?[J]. Journal of Marketing Research, 1981(18):318-322. |
| [16] | 李弘,张骞,娄青,等. 基于顾客价值的顾客分类方法研究[J]. 大连理工大学学报:社会科学版,2005,26(2):50-53. LI Hong, ZHANG Qian, LOU Qing, et al. Research on customer classification based on customer value[J]. Journal of Dalian University of Technology: Social Sciences, 2005, 26(2):50-53. |
