Consumer Repurchase Intention Mining And Analysis Based On Online Review

With the rapid development of Internet and information technology, more and more consumers choose the E-commerce website as the one of the main ways of shopping. It is different with the traditional way that you can intuitively feel the quality of products. The online purchasing decision can be affected by the online reviews. The online review is an important way to share customers purchasing experience. It can fully reflect the post purchase feelings and attitudes of consumers and affect the purchase intention of other consumers. Comments text has no fixed grammatical structure, it is also short in length and concludes novel vocabularies. It is different to traditional text documents. According to the online reviews, the mining analysis can effectively reflect the consumers’emotion and behavior intention, and also provide the way to increase the sales revenue and quality of services of online venders.Under the view of marketing relationship, enterprises should forward the attention from mining new customers to maintaining current customers. That is because the relative cost to maintain current customers is lower. As the critical factor of the consumers repurchase behavior, the consumers repurchase intention has become the research hotspot. Based on the online reviews and combined with internet word of mouth and the method of reviews mining, this paper did the quantitative research to consumers repurchase intention by using semantic analysis and fuzzy calculation. The main research contents are as follows:First of all, this paper established the model of consumers repurchase intention and quantitatively calculated the repurchase intention. Combined with the theory of planned behavior and the model of repurchase intention propose by Rose, this paper confirmed that satisfaction, trust, subjective norm and promotion will collectively affect the consumers repurchase intention. Based on the online reviews, fuzzily calculate each dimensionality, establish the rules of fuzzy inference and reason out the consumers repurchase intention.Secondly, established the two dimensional diagram of attitude-repurchase intention and provided the brand division dimension. Then, divided the brand into four categories, namely brand loyalty, customer retention, brand promise and brand switching, and analyzed different categories. Provided the method of quantitative calculation to brand attitude, calculated the consumers’attitude by the critical attributes of products. Finally, this paper selected cosmetic brands in Taobao as the research objects, chose ten cleansing products to calculate, got the products repurchase intention and compared the consumers repurchase intention with initial purchase intention. Used the cluster analysis of customer satisfaction, trust and promotion, got the analysis of products brands differences. Confirmed the brand category according to the attitude and repurchase intention and provide the brands extension of online business with effective, reasonable marketing suggestions.This paper analyzed the relevant researches of consumers online repurchase intention, proposed the method of quantitative calculation to repurchase intention, established the two dimensional diagram and classified the brands. Hereby, we can provide the sales suggestions and service promotion of online venders.