基于在线评论情感分析和模糊认知图的产品差异性研究Research on Product Differentiation Based on Online Review with Sentiment Analysis and Fuzzy Cognitive Map
段恒鑫,刘盾,叶晓庆
摘要(Abstract)：
产品差异化问题是电子商务研究的重要方向之一。企业通过产品差异化分析,能够使其产品或服务脱颖而出,从而增强品牌忠诚度和竞争力。从品牌和品牌层级两个维度出发,提出了一种基于在线评论情感分析和模糊认知图的产品差异性分析模型。首先,利用LDA模型提取用户关注属性;其次,通过LSTM和概率语言术语集捕获用户对商品及其属性的情感倾向;然后,利用模糊认知图,进一步探索属性间的关系;最后,根据扩展Bonferroni平均算子对决策信息进行汇总,获得对不同品牌与层级的综合评价,提出相应的改进意见。实验结果表明,提出的模型可以有效地挖掘用户关注属性以及属性关联关系,并能提升产品差异性的分析效果。
关键词(KeyWords)： 在线评论;情感分析;模糊认知图;产品差异性
基金项目(Foundation): 国家自然科学基金项目(61876157,71571148);; 计算智能重庆市重点实验室开放基金项目(2020FF03)
作者(Author): 段恒鑫,刘盾,叶晓庆
DOI: 10.13705/j.issn.1671-6841.2021184
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