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【目的】通过挖掘电子商务平台冗杂的在线评论信息,对消费者品牌转换意向进行模糊计算和类型划分。【方法】以品牌转换意向模型为基础构建在线评论的模糊情感词典,通过对模糊情感词典的加工和整理,使用模糊数学方法并制定模糊推理规则,计算产品的品牌转换意向和转换类型。【结果】可以有效地抽取出在线评论中的模糊情感词,实现了品牌转换意向的模糊计算归类。【局限】模糊情感词典构建规则复杂,后期需要人工识别与分类,较为费时费力。【结论】提出的在线评论用户品牌转换意向计算方法得到了较好的实验检验效果,可为在线产品的品牌营销和预警提供信息决策。
【Objective】 By mining the complicated online comment information of e-commerce platform, this paper makes a fuzzy calculation and type division of consumer brand conversion intention. 【Method】 Based on the model of brand conversion intention, a fuzzy sentiment dictionary of online commentary was constructed. Through the processing and arrangement of fuzzy sentiment dictionary, fuzzy mathematics method was used to establish fuzzy inference rule to calculate brand conversion intention and conversion type. 【Result】 The fuzzy emotion words in online reviews can be effectively extracted and the fuzzy calculation categorization of brand transformation intentions has been realized. [Limitations] Fuzzy emotion dictionary construction rules are complex, the latter need to be manually identified and classified, more time-consuming and laborious. 【Conclusion】 The proposed method for online brand conversion intention calculation of online commentators has been tested experimentally and can provide information decision-making for online product brand marketing and early warning.