基于网络评论的消费者重购行为意向挖掘研究

发布时间：2018-03-24 07:02

本文选题：网络评论　切入点：网上重购意向　出处：《大连理工大学》2014年硕士论文

【摘要】：随着互联网和信息技术的高速发展,越来越多的消费者选择电子商务网站作为购物的主要途径之一。与传统购买方式能直观感受产品质量不同,消费者在网络上进行购买决策时,很大程度上受到网络评论的影响。网络评论是消费者分享产品购买心得的重要途径,能充分体现出消费者的购后情感和态度,并会对网络上其他消费者的购买倾向产生显著的影响效果。网络评论文本没有固定的语法结构,长度较短,有较多新颖的词汇,与传统的文本信息有着明显的差别。因此,针对网络评论挖掘分析能够有效的体现消费者情感和消费者行为倾向,并对网络卖家的销售和服务提供有效地依据。在关系营销视角下,企业需要将顾客管理的重心从挖掘新顾客转向维持现有顾客,并从中寻找最具价值顾客。因为,维持现有顾客相比而言成本更低。消费者重购意向作为影响消费者重购行为的关键因素,已逐渐成为研究热点。本文以产品网络评论为基础,结合网络口碑和评论挖掘方法,运用语义分析和模糊计算,对消费者重购意向进行定量研究,主要研究内容包括：首先,构建消费者重购意向模型,并量化计算重购意向。结合计划行为理论和Rose等提出的重购意向模型,确定满意感、信任、主观规范和促销力度共同影响消费者的重购意向。基于网络评论,模糊化计算各维度,建立模糊推理规则,推理得出消费者重购意向。其次,建立态度—重购意向二维图,并给出品牌划分维度。将品牌分为品牌忠诚、顾客保留、品牌承诺和品牌转换四个类别,并对不同类别比较分析。给出品牌态度的定量计算方法。通过提取网络评论中的评价词,计算消费者对产品关键属性的态度,进而确定消费者的品牌态度。最后,论文以淘宝网化妆品品牌为研究对象,选取10款洁面产品评论进行计算,得到产品重购意向,对比分析群体消费者对十种品牌产品的重复购买意向和初次购买意向。通过对满意感、信任和促销力度的聚类分析,得出产品品牌差异性分析。根据品牌态度和重购意向,确定产品的品牌定位,为网络卖家营销和消费者决策提供依据。在理论方面,本文整理分析了网络消费者重购意向相关研究,提出了基于网络评论的群体消费重购意向的量化计算方法,并构建了态度-重购意向二维图对品牌分类研究。在实践方面,本文通过实例计算对研究方法进行了应用性探讨,确定基于网络消费者群体的品牌分类方法,为商家营销决策提供了参考依据。
[Abstract]:With the rapid development of Internet and information technology, more and more consumers choose e-commerce websites as one of the main ways of shopping. When consumers make purchase decisions on the Internet, they are largely influenced by online reviews, which are an important way for consumers to share their purchase experience, and can fully reflect consumers' post-purchase emotions and attitudes. It will have a significant effect on the purchase tendency of other consumers on the Internet. The online comment text has no fixed grammatical structure, shorter length, more novel vocabulary, which is obviously different from the traditional text information. The analysis of Web comment mining can effectively reflect consumer emotion and consumer behavior tendency, and provide effective basis for the sale and service of online sellers. From the perspective of relational marketing, enterprises need to shift the focus of customer management from mining new customers to maintaining existing customers and finding the most valuable customers. Customer repurchase intention, as a key factor affecting consumer repurchase behavior, has gradually become a research hotspot. This paper is based on product network review, combined with online word-of-mouth and comment mining methods. By using semantic analysis and fuzzy calculation, this paper makes a quantitative study on consumers' repurchase intention. The main research contents are as follows:. Firstly, the repurchase intention model is constructed, and the repurchase intention is calculated quantificationally. Combining with the plan behavior theory and the repurchase intention model proposed by Rose and so on, the satisfaction and trust are determined. Subjective criterion and promotion force affect consumers' repurchase intention together. Based on network comment, fuzzy calculation dimension, fuzzy inference rule is established, and consumer repurchase intention is deduced. Secondly, establish the two-dimensional map of attitude and repurchase intention, and give the dimension of brand division. The brand is divided into four categories: brand loyalty, customer retention, brand commitment and brand transformation. The quantitative calculation method of brand attitude is given. By extracting the evaluation words from network comments, the attitude of consumers towards the key attributes of products is calculated, and then the brand attitude of consumers is determined. Finally, the thesis takes Taobao cosmetics brand as the research object, selects 10 cleaning products comments to calculate, obtains the product repurchase intention, Through the cluster analysis of satisfaction, trust and promotion strength, the difference analysis of product brand is obtained. According to brand attitude and repurchase intention, the paper compares and analyzes the repeated purchase intention and the initial purchase intention of ten brand products. Determine the brand positioning of the product, for online sellers marketing and consumer decision-making basis. In theory, this paper analyzes the related research of online consumers' repurchase intention, and puts forward a quantitative calculation method of group consumption repurchase intention based on network comment. In the aspect of practice, this paper discusses the application of the research method through the example calculation, and determines the brand classification method based on the network consumer group, and constructs the two-dimension map of attitude and repurchase intention to classify the brand. It provides a reference for business marketing decision.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.36;TP393.09

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