Fuzzy Inference And Identification Of Consumer Experience Types Base On The Online Reviews

With the development of electronic commerce, consumers are more and more comments on the network, which contains a wealth of consumer information such as emotion and attitude. Therefore, the mining of emotions of online reviews and analysis has great significance. In addition, consumer demand has been largely changed, people pay more attention to mental pleasures, physical and psychological comfortable, the experience theory gradually becomes hot topic. Nowadays, the research of the experience theory mostly focuses on its concepts and the dimensions division, yet there is no final conclusion. This paper is based on the study of experience theory in qualitative research, and combined with the online reviews of the E-commerce platform. After that, the quantitative research of the experience theory by the method of semantic analysis and fuzzy calculation is discussed, not only to identify the type of consumer experience but also to get more reasonable conclusions from the research results and then give some marketing advices.In the aspect of theory, this article discusses the construction about the four-figure model of consumer experience types, which is divided into two parts--the modeling framework establishment and the modeling dimensions Division. First of all, the model dimensions is Divided, by reviewing of literature, into two influence factors of experience--emotional and the practical and hedonic value of experience--to measure consumer experience. Secondly, based on the study and the summary of experience theory, and combined with experience and marketing applications, this study applied an analysis method of four-dimensional systems of the four-figure model as a framework. Because the connotation of the method not only interpreted the customer’s behavior through the consumption process completely, but also is correspond with consumers’evaluation and the emotion towards products, brands and services contained in online reviews. Finally, the dimensions of experience value and emotional is determined based on the theory of five-dimensional systems, and then established the four-figure model of consumer experience types.In the aspect of computing, this article discusses the calculation about the dimension of experience value and emotional, which is based on the four-figure model of consumer experience types. By studying a large number of comments, this article found that the evaluation words, accomplishment words and emotional words in online reviews express the practical value, hedonic value and emotion, in the process of consumer experience, respectively. Therefore, we extracts these three types words in online reviews, and then expresses the words by the method of fuzzification, besides, the words meaning is measured by9levels from negative to positive, as a result the sentiment about consumer experience is mined. As shown in this paper, the data of the study is consumer online reviews about eleven types of vehicles online. On the basis of Semantic fuzzification we established automotive corpus examples by the reviews that related to the attributes and the characters of vehicles. Besides, the dimension of experience value in the four-figure model is obtained by fuzzy reasoning the practical value and the hedonic value, therefore158fuzzy inference rules was established based on the identification of consumer experience.In the aspect of case study, an experimental study was implemented by computing2257comments, which included11types of automobile on the web site, and this paper identified the types of consumer experience. In addition, through the analysis of three types of automobile, we found that there are different relationships between the prices and the value of distinct types of vehicles. Overall, consumers of high-grade off-road vehicles and sports car could achieve high level of spiritual experience; consumers of low-grade ordinary car often belong to emotional experience, while consumers of low-grade ordinary car belong to accomplishment experience. Finally, this article gives some recommendations about improving both product’s quality and brand’s image in marketing for enterprises.