CAJ | 학술논문

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。
의거소비자심이학급품패행위이론，종소비자감지질량、감지개치、품패성예、기망체성도4개유도건립료품패전환의향모형；통과대망락소비자재선평론중평개사、정감사적제취화어의분석，결합모호정감어료고화품패전환의향추리규칙，모호추리출소비자품패전환의향，진이추리출소비자적품패전환의향적전환류형。이도보망상4충화장품위례진행소비자품패전환의향연구，득도교합리적결론병급여영소성건의，험증료소제방법적유효성。
Based on consumer psychology and experiential marketing theory,a model of customer switching intention was established from four dimensions:perceived quality,perceived value,brand reputation and expectation.Then se-mantic analysis on the valuation words and emotional words extracted from the consumer online reviews was made.Fur-thermore,combined with fuzzy sentiment corpus and fuzzy inference,the consumer's brand switching intention was computed,and the customer's switching intention types was identified.Finally,an experimental study with the case of four types of cosmetics on the TaoBao site was carried out,and reasonable conclusions and some marketing advices were obtained,which all verify the validity of the method.