[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.
张艳丰,李贺,彭丽徽. 基于模糊情感计算的商品在线评论用户品牌转换意向研究*[J]. 现代图书情报技术, 2016, 32(5): 64-71.
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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