Brand Trust And Cognition Study Based On Online Reviews: A Fuzzy Reasoning Method

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.