The Research On Fuzzy Inference Of Online Consumers’Buying Intention

In fact, there exists irrational behaviors in consumer buying because of the uncertainties of risk, incomplete information and the cognitive cost. With the rapid development of E-commerce, more and more consumers choose to spend online. Sine online shopping is virtual, interactive, convenient and word-of-mouth propagating, consumers are more influenced by irrational factors. Meanwhile people’s abilities to study, think and behave are limited. Mind and sentiment play a large role in buying intension and behavior. So it is necessary to fully consider irrational sentiment in the prediction of online buying behavior.Consumers always express their viewpoints and sentiment towards products and services with online reviews, and excessive sentiment is just the concrete performance of irrationality. So it is possible to study the irrationality of online consumers by analyzing sentiment information that online reviews contain for better prediction. Currently, Theory of Reasoned Action(TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and grey predicting theory are widely used in the field of behavior prediction. TRA, as the most widely applied theory, has been deeply expanded in recent years.Based on customer psychology and sentiment analysis, this paper synthesizes existing literatures, fully considers irrational factors in online buying and expands the theory of reasoned action to give a developing model considering both rationality and irrationality. Then based on the consumer behavior theory, consumers’buying intension is divided into seven levels according to their intention degree, and each level is expressed by fuzzy set.Through building fuzzy semantic models of evaluation words and sentiment words, this paper gives a new method of calculating consumers’ comprehensive sentiment degree considering both rationality and irrationality, then quantifies attitude and subjective norm, two dimensions in the model and presents fuzzy inference rules with these two dimensions as antecedents to accomplish reasoning of online behavior intension. Finally it shows experiments to test the effectiveness of this method and gives further study on irrational degree of online groups. Some applications based on fuzzy inference of online group’s behavior are also shown, such as the division of consumers, product recommendation, behavior intension under the conditions of sales promotion.This paper utilizes fuzzy methods to process online reviews and applies it to the prediction of online buying, which fully considers the features of online buying and the uncertainty of sentiment, cognition and behavior. This paper enriches the theory of consumer behavior calculation, has great advantage for consumer to choose products and has important practical significance for marketers to do internet marketing, allocate business resources and personalized products recommendation.