Research On Fuzzy Reasoning Of Online Consumer Repurchase Intention And Online Re-patronage Intention

According to Sellers P’s statistics, the cost of maintaining an existing consumer is1/5of attracting a new customer, and if the customer maintenance rate increased by5%, then the industry’s profitable will increase to85%. This shows that customer maintenance is very important for enterprises to maintain a dominant position in the fierce competition. Learning customers’repurchase intention and the re-patronage intention is the premise and basis of customer maintenance. With the development of e-commerce, online customers’brand repurchase intention and re-patronage intention attracts more and more attention.Scholars have done a lot of research on customer brand repurchase intention and customers’re-re-patronage intentions in traditional physical environment and, but the theories and measurement methods of customer brand repurchase intention and customers’ re-re-patronage intentions in the network environment are still less; More and more people like to express their views on the brand and online retailers after shopping. So, in the study we will make some research on consumers’ brand repurchase intention, and both of customers’ re-patronage intention, based on the sentiment analysis for the consumer online reviews.Firstly, we do some research on individual consumer’s brand repurchase behavior intention fuzzy inference. We construct a fuzzy reasoning model of consumer brand repurchase intention, which combine some concepts of marketing with the theory of planned behavior, the marketing concepts are brand attitude, brand reputation and perceived price. Then we build another fuzzy model of customers’re-patronage intention, reasoning antecedents are perceived value, satisfaction. Consumers’perceived value is divided into two dimensions, which are perceived quality and perceived price.Secondly, we proposed two new methods, one is to calculate online consumers’brand repurchase intention, and the other is to calculate online customers’ re-patronage intention. We extract valuation words and emotional words from the consumers’online reviews. We make semantic analysis of natural language using the method of fuzzy mathematics. We establish a corpus of valuation words and emotional words. According to the theory of brand and consumer behavior study, we establish online consumes’brand repurchase intention and customers’re-patronage intention fuzzy reasoning system. Then we got online consumers’ brand repurchase intention and online customer re-patronage intention. Finally, we extracted3different brands of facial mask with the comments on the e-commerce site of JUMEI, and calculate290consumers’brands repurchase intention. It means that the fuzzy reasoning method of brand repurchase intention is reasonable. We also extracted consumers’ comments on five online retailers, and we calculated each online retailers’ customer re-patronage intention.In this article, we investigate consumers’brand repurchase intention, and both of customer re-patronage intention from a new perspective, in which we combined the purchase behavior theory, sentiment analysis of online reviews and fuzzy reasoning. We did some qualitative and quantitative study of consumer behavior, and it enriched the theory of brand repurchase behavior and customer re-patronage intention. In practice, it will help the enterprises and online retailers to understand consumers’ behavioral intention, and provide countermeasure for making effective marketing strategies.