A Fuzzy Reasoning Study On Consumers’ Irrational Buying Behavior Based On Online Reviews

Under the conditions of market economy, consumers are not perfectly rational as the same as the hypothesis in economics, but often make irrational buying decision. With the Internet and the information technology developing at high speed, more and more consumer choice to consume and to publish relevant comments online. These online comments contain not only the information of consumers’ personal emotional and psychological characteristics, but also the information about relevant products and services. Using sentiment calculation and text mining technology, the information about consumers’ irrational buying behavior can be got from online comments. The semantic resources of online comments have fuzzy attributes, and with the aid of the fuzzy mathematical theory, consumers’buying behavior can be better understood and predicted. On this basis, this thesis applied fuzzy mathematics method to the analysis of online consumers’ irrational buying behavior. Specific contents are shown as follows.Firstly, this thesis introduces the background, the research status and the meaning of the analysis of consumers’irrational purchasing behaviors. Through existing literatures, it was found that most research focused on the factors that influence consumers’irrational, which are trivial and lack of the systematic research framework. In addition, most studies focused on consumers’ irrational buying in the way of traditional shopping, but fewer studies focused on it in the network environment.Secondly, taking the existing results as reference and analysis problems in existing literatures, the new method on analyzing the online consumers’ irrational buying behavior was designed. The content of online comments was analyzed with the help of Fuzzy semantic model of emotional words based on fuzzy mathematics knowledge, and the method of calculating consumers’comprehensive sentiment fuzzy sets was given. Base on the consumer psychology and cognitive linguistics theory, consumers’irrational degree is divided into seven levels according to their sentiment degree, and each level was expressed by fuzzy set. This thesis adopted the fuzzy pattern recognition method, and calculated the approach degree between the fuzzy sets of consumers’comprehensive sentiment and irrational degree, which enforce consumers’irrational degree reorganization. The thesis established the fuzzy reasoning model and rules base of consumers’irrational buying, which take external cues, internal cues and the consumer characteristics as former antecedents, consumers’irrational buying tendency as later antecedents and realize the fuzzy reasoning of online consumers’ irrational buying behavior.Finally, two companies were selected, and online comments on the two companies by their consumers on Internet were accessed. Combined with actual situation of network marketing of the two companies, the tendency of consumers’irrational buying behavior in certain marketing strategy was got. In this way, the feasibility of the proposed method was proved.This thesis applied online review text processing technology and fuzzy mathematics calculation and reasoning method to the research of consumers’irrational buying behavior, which is an advanced exploration of consumers’irrational theory. Using the fuzzy pattern recognition method, the irrational buying behavior model and reasoning rules base was established, which is adapt to the characteristics of the online comments, and the consumers’ irrational level can be identified through the emotional information contained by the online comments, which makes the forecast of consumers’irrational buying behavior. At the same time, this article has great advantage for consumers to instruct their own consumption behavior, and has important practical significance for marketers to understand trends of market and product and to choose personalized marketing countermeasures and realize personalized products recommendation.