基于在线评论的消费者品牌认知和信任模糊推理研究
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摘要
当前消费品市场中的竞争日益激烈,认牌购物已成为普遍的大众消费行为,人们的品牌意识正在逐步形成,品牌战略与管理已成为市场营销的核心问题。与传统的品牌营销不同的是,在追求体验消费的网络时代,消费者逐渐占据了主动性位置,消费者对品牌信息的获取方式正逐渐主动和多样化。一方面越来越多的消费者以在线评论的形式在网络中表达自己对产品的观点和情感,另一方面越来越多的消费者开始浏览大量的网络评论来了解产品和服务信息,为自己的购买行为做参考。在这种信息爆炸的网络环境下消费者行为研究逐渐成为学术研究和营销管理的热门课题。基于此,本文利用在线评论研究个体消费者的品牌认知和品牌信任问题。具体内容如下：
首先,介绍研究的背景、目的、意义、思路以及研究现状。通过梳理已有的文献发现,过去对品牌认知和品牌信任的研究主要集中于对品牌认知和品牌信任的影响因素的实证研究上,其过程不仅耗时长且其所考虑的因素不完全一样；另一方面,目前对网络环境下品牌认知和信任的研究尚属空白。
其次,综合已有的文献,借鉴已有的研究成果并分析研究中的不足,设计出新的研究方法。运用自然语言的模糊集描述和模糊近似推理的方法对网络评论的内容进行分析处理,具体包括：对在线评论词语的情感分类,结合模糊数学知识对网络评论情感词进行模糊语义建模,给出句子级别的情感计算方法；以消费者心理和情感分析为基础,根据品牌认知和信任理论,挖掘出网络环境下品牌认知和信任与消费者情感的关系,实现基于消费者情感的品牌认知度推理；结合品牌信任理论,从在线评论中发现品牌信任的计算属性“感知质量、品牌声誉、经济价值、顾客满意、感知风险信息”,进而以五个属性为推理前件,建立模糊推理规则库,实现了针对不同品牌的信任度计算与推理。
最后,从互联网上下载运动服饰领域相关的四个品牌的评论,通过实例计算得出四个品牌的认知度和信任度。计算结果和2009年中国内地运动品牌服饰品牌市场份额相一致,表明基于模糊推理的网络环境下品牌认知和信任的计算方法具有合理性。
本文把网络评论情感分析推理与品牌理论相结合,从全新的角度对消费者的品牌认知和品牌信任问题进行探索研究,在理论方面能够进一步丰富充实网络环境下品牌认知和品牌信任领域的研究,为品牌理论发展做出贡献；在实践方面,可以使企业更好地了解顾客的品牌认知和信任行为,明晰驱动消费者形成网络品牌信任的因素,进而根据研究结论有针对性地制定行之有效的营销策略。
Nowadays the competition in the consumer market is getting increasingly fierce. Shopping according to brand has been common behavior of the public, and people's brand awareness is gradually formed. Brand strategy and management have been "the core of marketing. Different with the traditional brand marketing, in the era of Internet, consumers is in pursuit of experience consumption and occupy the initiative position. The ways for consumers to get brand information are more active and diversified.
On the one hand, more and more consumers express their viewpoints and emotions towards products in the form of online reviews on internet. On the other hand, consumers begin to browse a lot of online reviews to obtain information of products and services for guiding their purchase decision. Under this kind of information explosion in the network environment, consumer behaviors have gradually become the hot research field in academic and marketing management. Based on this, the paper uses online reviews to analysis individual consumer's brand recognition and brand trust problem. Specific contents are described as follows.
First, the background, purpose, significance, ideas, brand recognition theory and brand trust theory are introduced. By analyzing existing literatures, we find that:they mainly focused on empirical research on the influence factors of brand cognitive and trust, which is not only too time consuming, but the factors also varies; the research of brand cognitive and trust under network environment is blank.
Secondly, integrate existing literatures, adapt the advantages and analysis the insufficiency, and design a new research method. This method use fuzzy sets to describe natural language and apply fuzzy approximate reasoning to analyze online reviews. specifically, it contains:fuzzy semantic modeling for online reviews; with consumers' psychology and sentiment analysis as a foundation, according to the brand recognition and trust theory under the network environment, dig out the relationship between consumers' sentimental and brand trust; find out brand trust computing attributes "perceived quality, brand reputation, economic value, customer satisfaction, perceived risk information" from online reviews; taken these five attributes as antecedent, establish fuzzy reasoning rule base, realize the computing and reasoning of different brands trust. Experiments show that brand trust and cognition calculation method based on fuzzy reasoning under network environment has its rationality.
This paper combines brand theoretical with the sentiment reasoning of online reviews and explores the problem of consumers' brand cognitive and trust from a new perspective. On the theoretical side, it can enrich the research of brand recognition and trust in network environment and contribute for the development of brand theory; in practice, it can make the enterprise to understand customers' brand cognition and trust behavior better, and make clear of those factors leading to network brand trust, then formulates effective target-oriented marketing strategy based on the conclusion.
首先,介绍研究的背景、目的、意义、思路以及研究现状。通过梳理已有的文献发现,过去对品牌认知和品牌信任的研究主要集中于对品牌认知和品牌信任的影响因素的实证研究上,其过程不仅耗时长且其所考虑的因素不完全一样；另一方面,目前对网络环境下品牌认知和信任的研究尚属空白。
其次,综合已有的文献,借鉴已有的研究成果并分析研究中的不足,设计出新的研究方法。运用自然语言的模糊集描述和模糊近似推理的方法对网络评论的内容进行分析处理,具体包括：对在线评论词语的情感分类,结合模糊数学知识对网络评论情感词进行模糊语义建模,给出句子级别的情感计算方法；以消费者心理和情感分析为基础,根据品牌认知和信任理论,挖掘出网络环境下品牌认知和信任与消费者情感的关系,实现基于消费者情感的品牌认知度推理；结合品牌信任理论,从在线评论中发现品牌信任的计算属性“感知质量、品牌声誉、经济价值、顾客满意、感知风险信息”,进而以五个属性为推理前件,建立模糊推理规则库,实现了针对不同品牌的信任度计算与推理。
最后,从互联网上下载运动服饰领域相关的四个品牌的评论,通过实例计算得出四个品牌的认知度和信任度。计算结果和2009年中国内地运动品牌服饰品牌市场份额相一致,表明基于模糊推理的网络环境下品牌认知和信任的计算方法具有合理性。
本文把网络评论情感分析推理与品牌理论相结合,从全新的角度对消费者的品牌认知和品牌信任问题进行探索研究,在理论方面能够进一步丰富充实网络环境下品牌认知和品牌信任领域的研究,为品牌理论发展做出贡献；在实践方面,可以使企业更好地了解顾客的品牌认知和信任行为,明晰驱动消费者形成网络品牌信任的因素,进而根据研究结论有针对性地制定行之有效的营销策略。
Nowadays the competition in the consumer market is getting increasingly fierce. Shopping according to brand has been common behavior of the public, and people's brand awareness is gradually formed. Brand strategy and management have been "the core of marketing. Different with the traditional brand marketing, in the era of Internet, consumers is in pursuit of experience consumption and occupy the initiative position. The ways for consumers to get brand information are more active and diversified.
On the one hand, more and more consumers express their viewpoints and emotions towards products in the form of online reviews on internet. On the other hand, consumers begin to browse a lot of online reviews to obtain information of products and services for guiding their purchase decision. Under this kind of information explosion in the network environment, consumer behaviors have gradually become the hot research field in academic and marketing management. Based on this, the paper uses online reviews to analysis individual consumer's brand recognition and brand trust problem. Specific contents are described as follows.
First, the background, purpose, significance, ideas, brand recognition theory and brand trust theory are introduced. By analyzing existing literatures, we find that:they mainly focused on empirical research on the influence factors of brand cognitive and trust, which is not only too time consuming, but the factors also varies; the research of brand cognitive and trust under network environment is blank.
Secondly, integrate existing literatures, adapt the advantages and analysis the insufficiency, and design a new research method. This method use fuzzy sets to describe natural language and apply fuzzy approximate reasoning to analyze online reviews. specifically, it contains:fuzzy semantic modeling for online reviews; with consumers' psychology and sentiment analysis as a foundation, according to the brand recognition and trust theory under the network environment, dig out the relationship between consumers' sentimental and brand trust; find out brand trust computing attributes "perceived quality, brand reputation, economic value, customer satisfaction, perceived risk information" from online reviews; taken these five attributes as antecedent, establish fuzzy reasoning rule base, realize the computing and reasoning of different brands trust. Experiments show that brand trust and cognition calculation method based on fuzzy reasoning under network environment has its rationality.
This paper combines brand theoretical with the sentiment reasoning of online reviews and explores the problem of consumers' brand cognitive and trust from a new perspective. On the theoretical side, it can enrich the research of brand recognition and trust in network environment and contribute for the development of brand theory; in practice, it can make the enterprise to understand customers' brand cognition and trust behavior better, and make clear of those factors leading to network brand trust, then formulates effective target-oriented marketing strategy based on the conclusion.
引文
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[2]龚伟勋,舒敏,陈章旺.网络口碑传播对顾客品牌认知的影响[J].武汉工程大学学报,2010,32(4)：73-77.
[3]Perceptions. Industry Statistics[EB/OL]. [2009,1,28]. http://www.bazaarvoice.com
[4]CIC网络口碑研究咨询公司.洞察网络口碑主题一：网络口碑在购买决策中扮演的角色网络口碑白皮书系列,2009：5-11.
[5]Adreevskaia A, Bergler S. Mining wordnet for fuzzy sentiment:sentiment tag extraction from wordnet glosses [C]//Proceedings of the 11th Conference of the European Chapter of the Association for Computational Linguistics, Trento,2006:209-216.
[6]Kim S M, Hovy E. Identifying and analyzing judgment opinions[C]//Human Language Technology Conference of the North American Chapter of the Association of Computational Linguistics, Proceedings, New York, USA,2006.
[7]Bethard S, Yu Hong, Thornton A, et al. Extracting opinion propositions and opinion holders using syntactic and lexical cues [J]. Computing Attitude and Affect in Text: Theory and Applications,2006,20:125-141.
[8]Wilson T, Wiebe J. Annotating opinions in the world press[C]//4th SIGdial Workshop on Discourse and Dialogue, Sapporo, Japan,2003.
[9]Riloff E, Wiebe J, Wilson T. Learning subjective nouns using extraction pattern bootstrapping[C]//Proceedings of the Seventh Conference on Natural Language Learning, Edmonton, Canada,2003.
[10]Hu M, Liu B. Mining opinion features in customer reviews [C]//Proceedings of American Association for Artificial Antelligence, San Jose, California,2004:755-760.
[11]Kobayashi N, Iida R, Inui K, etal. Opinion mining as extraction of attribute -value relations [C]//The 19th Annual Conference ofJSAI, Japan,2005.
[12]Li Zhuang, Feng Jing, Zhu Xiao-yan. Movie review mining and summarization [C]// Proceedings of the 2006 ACM CIKM International Conference on Information and Knowledge Management, Arlington, Virginia, USA,2006.
[13]Popescu A M, Nguyen B, Etzioni O. OPINE:Extracting product features and opinions from reviews[C]//Human Language Technology Conference and Conference on Empirical Methods in Natural Language Processing, British Columbia, Canada,2005.
[14]Somasundran S, Wiebe J, Ruppenhofer J. Discourse level opinion interpretation [C]//The 22nd International Conference on Computational Linguistics, Manchester, UK, 2008:801-808.
[15]Banea C, Mihalcea R, Wiebe J. A bootstrapping method for building subjectivity lexicons for languages with scarce resources [C]//The Sixth International Conference on Language Resources and Evaluation, Marrakech,2008.
[16]Missen M M S, Boughanem M. Using wordnet's semantic relations for opinion detection in blogs [C]//Advances in Information Retrieval, LNCS,5478, Springer-Verlag, 2009:729-733.
[17]Turney P D. Thumbs Up or Thumbs Down? Semantic Orientation Applied to Unsupervised Classification of Reviews [C]//Proceedings of the 40th Annual Meeting on Association for Computational Linguistics, Philadelphia, Pennsylvania,2002:417-424.
[18]Dave K, Lawrence S, Pennok D M. Mining the peanut gallery:opinion extraction and semantic classification of product reviews [C]//Proceedings of the 12th International World Wide Web Conference, Budapest, Hungary,2003:519-528.
[19]Liu B, Hu M, Cheng J. Opinion observer:analyzing and comparing opinions on the Web [C]//Proceedings of the 14th international conference on World Wide Web, ACM Press, 2005:342-351.
[20]Gamon M, Aue A, Corstorrolive S, Ringger E. Pulse:Mining customer opinions from free text [C]//Proceedings of the International Symposium on Intelligent Data Analysis, LNCS,3646, Springer-Verlag, Madrid, Spain,2005:121-132.
[21]Yi J, Niblack W. Sentiment mining in web fountain [C]//Proceedings of the 21st International Conference on Data Engineering, Tokyo, Japan,2005:1073-1083.
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