本文選題：網(wǎng)絡(luò)評論　切入點(diǎn)：網(wǎng)上重購意向　出處：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)和信息技術(shù)的高速發(fā)展,越來越多的消費(fèi)者選擇電子商務(wù)網(wǎng)站作為購物的主要途徑之一。與傳統(tǒng)購買方式能直觀感受產(chǎn)品質(zhì)量不同,消費(fèi)者在網(wǎng)絡(luò)上進(jìn)行購買決策時(shí),很大程度上受到網(wǎng)絡(luò)評論的影響。網(wǎng)絡(luò)評論是消費(fèi)者分享產(chǎn)品購買心得的重要途徑,能充分體現(xiàn)出消費(fèi)者的購后情感和態(tài)度,并會對網(wǎng)絡(luò)上其他消費(fèi)者的購買傾向產(chǎn)生顯著的影響效果。網(wǎng)絡(luò)評論文本沒有固定的語法結(jié)構(gòu),長度較短,有較多新穎的詞匯,與傳統(tǒng)的文本信息有著明顯的差別。因此,針對網(wǎng)絡(luò)評論挖掘分析能夠有效的體現(xiàn)消費(fèi)者情感和消費(fèi)者行為傾向,并對網(wǎng)絡(luò)賣家的銷售和服務(wù)提供有效地依據(jù)。 在關(guān)系營銷視角下,企業(yè)需要將顧客管理的重心從挖掘新顧客轉(zhuǎn)向維持現(xiàn)有顧客,并從中尋找最具價(jià)值顧客。因?yàn)?維持現(xiàn)有顧客相比而言成本更低。消費(fèi)者重購意向作為影響消費(fèi)者重購行為的關(guān)鍵因素,已逐漸成為研究熱點(diǎn)。本文以產(chǎn)品網(wǎng)絡(luò)評論為基礎(chǔ),結(jié)合網(wǎng)絡(luò)口碑和評論挖掘方法,運(yùn)用語義分析和模糊計(jì)算,對消費(fèi)者重購意向進(jìn)行定量研究,主要研究內(nèi)容包括： 首先,構(gòu)建消費(fèi)者重購意向模型,并量化計(jì)算重購意向。結(jié)合計(jì)劃行為理論和Rose等提出的重購意向模型,確定滿意感、信任、主觀規(guī)范和促銷力度共同影響消費(fèi)者的重購意向�；诰W(wǎng)絡(luò)評論,模糊化計(jì)算各維度,建立模糊推理規(guī)則,推理得出消費(fèi)者重購意向。 其次,建立態(tài)度—重購意向二維圖,并給出品牌劃分維度。將品牌分為品牌忠誠、顧客保留、品牌承諾和品牌轉(zhuǎn)換四個(gè)類別,并對不同類別比較分析。給出品牌態(tài)度的定量計(jì)算方法。通過提取網(wǎng)絡(luò)評論中的評價(jià)詞,計(jì)算消費(fèi)者對產(chǎn)品關(guān)鍵屬性的態(tài)度,進(jìn)而確定消費(fèi)者的品牌態(tài)度。 最后,論文以淘寶網(wǎng)化妝品品牌為研究對象,選取10款潔面產(chǎn)品評論進(jìn)行計(jì)算,得到產(chǎn)品重購意向,對比分析群體消費(fèi)者對十種品牌產(chǎn)品的重復(fù)購買意向和初次購買意向。通過對滿意感、信任和促銷力度的聚類分析,得出產(chǎn)品品牌差異性分析。根據(jù)品牌態(tài)度和重購意向,確定產(chǎn)品的品牌定位,為網(wǎng)絡(luò)賣家營銷和消費(fèi)者決策提供依據(jù)。 在理論方面,本文整理分析了網(wǎng)絡(luò)消費(fèi)者重購意向相關(guān)研究,提出了基于網(wǎng)絡(luò)評論的群體消費(fèi)重購意向的量化計(jì)算方法,并構(gòu)建了態(tài)度-重購意向二維圖對品牌分類研究。在實(shí)踐方面,本文通過實(shí)例計(jì)算對研究方法進(jìn)行了應(yīng)用性探討,確定基于網(wǎng)絡(luò)消費(fèi)者群體的品牌分類方法,為商家營銷決策提供了參考依據(jù)。
[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.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.36;TP393.09

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