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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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Abstract [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.
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Received: 16 December 2015
Published: 24 June 2016
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