[目的/意义]通过挖掘电子商务平台的在线负面评论信息,对网络口碑危机进行模糊预警计算和类型划分,为企业实时监控网络口碑舆情,提高产品正面口碑传播和规避口碑风险提供参考。[方法/过程]以欧洲消费者满意度模型(ECSI)为基础,从感知质量、感知价值、感知声誉和感知期望4个属性方面构建负面评论网络口碑危机模糊语料词典,结合模糊综合评判方法并改进顾客满意度的四分图模型对网络口碑危机预警进行计算和分类。[结果/结论]以美团外卖在线评论为例进行实证研究,提出的负面评论网络口碑危机预警计算方法得到了较好的实验检验效果,可为在线产品的网络口碑危机预警提供信息决策。
[Purpose/significance] By mining miscellaneous online negative reviews of the e-commerce platform, fuzzy early warning calculation is taken and Internet public reputation crisis is classified, which provides references for enterprise real-time monitoring of the network public opinion, and helps to spread the positive reputation of products and avoid the risks brought by negative reviews. [Method/process] Based on the European consumer satisfaction model (ECSI), and in terms of four attributes——perceived quality, perceived value, perceived expectation and perceived reputation, the fuzzy corpus of the network public reputation crisis was constructed. Combined with the fuzzy comprehensive evaluation method and the quarter map model of improved customer satisfaction, we calculated and classified the Internet word of mouth crisis (IWOM) early warning. [Result/conclusion] Taking the Meituan take-out online reviews as an example, we carry on the empirical research. The Internet word of mouth crisis early warning calculation method of negative comments has good experimental test results, which can provide information decision making for IWOM crisis earning warning of online products.
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