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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。
According to the theories of consumer psychology and brand behavior, the brand transformation intention model was established from the four dimensions of consumer perceived quality, perceived value, brand reputation and expected achievement degree. Through the evaluation of online reviews of online consumers, the extraction of emotional words And semantic analysis, combined with the fuzzy emotion corpus and brand transformation inference rules, fuzzy inference of consumer brand conversion intentions, and then infer the type of conversion of consumers’ brand conversion intention. Taking Taobao 4 kinds of cosmetics as an example, this paper studied the intent of consumer brand conversion, obtained more reasonable conclusions and gave marketing suggestions, which validated the effectiveness of the proposed method.