Fuzzy Inference Of Consumer Brand Loyalty And Brand Switching

With the development of commerce, the brand has been become a major orientation and component of our consumption. Establishing and maintaining the customer loyalty is become the important goal that every enterprise strives for, and it is the fundamental guarantee for the sustainable development of enterprises. Under the impetus of the Internet and information technology, online shopping has become an important consumption patterns. Consumers publish comments after online shopping, which contains not only the evaluation information about the products and services, but also the emotional information about the products and services. Application of text mining technology to study the online reviews impact on consumer psychology and behavior is of great importance, which will help the intelligent analysis and grasp the change law of consumer emotion and behavior under the online environment, at the same time, providing important basis for enterprises to improve product and services.For the current study of brand loyalty and brand switching theory mostly concentrated on traditional consumption patterns and qualitative research. This paper is based on consumer psychology and consumer behavior theory, semantic analysis and fuzzy calculation of online reviews. After that, the quantitative research brand loyalty and brand switching by the fuzzy inference. Specific contents are describe as follows.Firstly, this paper combining the theory of brand loyalty and perceived value theory to analyze the influence factors of brand loyalty, identifying there are two main factors of brand loyalty, which is functionality value and perceived value. The dimensions of brand loyalty and emotional is determined based on the theory of brand loyalty, and established online consumer brand loyalty types.Secondly, brand switching is a corresponding concept of brand loyalty.Loyal consumers may be due to other factors caused the brand switching behavior. Therefore, identifying consumer brand switching intention is equally important. According to the theory of customer satisfaction, identifying there are four main factors of brand switching intention:perceived quality, perceived value, brand reputation and expectations.Thirdly, gives a quantitative calculation method of consumer brand loyalty and brand switching intention. Based on the fuzzy inference rules of brand loyalty and brand switching, with the method of online reviews computing and fuzzy semantic computing. Fuzzy reasoning out the brand loyalty and brand switching intention respectively, which achieve the quantitative calculation.Finally, this paper chose four kinds of cosmetics brands online reviews as example, conducted brand loyalty and brand switching intention example calculation. Experimental results verify the rationality of the model.In theory, enriching the research of influencing factors of brand loyalty and brand switching in the network environment. Gives a quantitative calculation method based on fuzzy semantic computing for brand loyalty and brand switching. In practice, the research conclusion is expected to strengthen consumer brand loyalty and to avoid for the brand switching to provide theory.