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New Technology of Library and Information Service  2016, Vol. 32 Issue (5): 64-71    DOI: 10.11925/infotech.1003-3513.2016.05.08
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Research on the Brand Switching Intention of Online Product Reviews Based on the Fuzzy Sentiment Calculation
Zhang Yanfeng1,2(),Li He1,Peng Lihui2
1School of Management, Jilin University, Changchun 130022, China
2Library of Changsha Normal University, Changsha 410100, China
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[Objective] We explore the changing of consumer’s favorite brands by analyzing online product reviews from a popular E-commerce platform in China. [Methods] First, we built a fuzzy sentiment dictionary for online product reviews based on brand switching intention model. Second, we defined rules for a Fuzzy Inference System to calculate customer brand switching intention and switching types. [Results] We successfully extracted vague sentimental terms from the online product reviews, and then categorized consumers’ intentions. [Limitations] The fuzzy sentiment dictionary was built with complex rules and required many time consuming follow-up amendments. [Conclusions] The proposed model can provide decisive information for online marketing and early warning systems.

Key wordsFuzzy sentiment      Fuzzy calculation      Online reviews      Comment mining      Brand switch     
Received: 16 December 2015      Published: 24 June 2016

Cite this article:

Zhang Yanfeng,Li He,Peng Lihui. Research on the Brand Switching Intention of Online Product Reviews Based on the Fuzzy Sentiment Calculation. New Technology of Library and Information Service, 2016, 32(5): 64-71.

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