基于在线评论的网络消费者群体行为预测智能技术研究

项目名称： 基于在线评论的网络消费者群体行为预测智能技术研究

项目编号： No.61471083

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 无线电电子学、电信技术

项目作者： 那日萨

作者单位： 大连理工大学

项目金额： 86万元

中文摘要： 网络社区以在线评论为主要形式，极大地影响着消费者对产品与服务的情感和认知，并进而影响消费者的群体行为。本课题的研究目的旨在以多情感的语义资源为基础，以认知语言学、消费心理学和行为学为指导，进行消费者的认知情感识别和群体行为推理的研究。研究内容是以消费者认知和情感计算为前提，情感-行为规则库为基础，本着主体、对象、情感、行为四者结合的原则，建立理性与非理性并重的消费者群体行为近似推理模型。构造一个网络消费者群体行为预测智能平台，并将其应用在消费者心理行为分析和网络营销策略分析等方面。本项目的科学意义在于，消费者的语言、情感和认知具有模糊性，消费者行为是非完全理性的，基于在线评论的消费者群体行为预测就必须以模糊逻辑为根本支持，这将有助于智能化分析和把握网络环境下消费者情感的变迁规律和群体行为变化规律。同时，这一研究对于网络营销策略效果评估以及改进产品和服务对策分析均具有重要意义。

中文关键词： 网络信息处理；在线评论；网络消费者；情感计算；近似推理

英文摘要： Network community, with the main form of online reviews, has a great influence on consumers' emotion and cognition about products and services, thus affecting consumer group behavior.The purpose of this project is to research the consumer's emotion recognition and consumer group behavior inference based on multi-emotional semantic resources and guided by cognitive Linguistics, consumer psychology and behavioral science.This study is premised on consumer congnitive, emotional computing and emotion-behavior rulebase. Then, with the principle of combining subject, object, emotion and behavior, the research is to establish consumer group behavior approximate reasoning model which is both rationality and irrationality.Last, this study is to construct intelligent platform which can predict online consumer group behavior and can be applied to consumer psychological and behavioral analysis and network marketing strategy analysis.The scientific significance of the project is as follows: The language, emotion and congnition of the consumers have the character of fusiness, and not all consumer behavior is rational. Therefore, the prediction of online consumer group behavior should be essentially supported by fuzzy logic, which will be helpful for the intelligent analysis and grasping the evolution rules of consumer emotion and group behavior in the network environment.This study are also of great importance in assessing network marketing strategy and in improving products and services countermeasures.

英文关键词： network information processing;Online Reviews;online consumers;affective computing;fuzzy inference