基于情感分析与证据理论的新产品在线竞争力测度方法及实证研究  

Evaluation Method of New Product Online Competition Power and its Application based on Sentiment Analysis and Evidential Theory

作　　者：张汉鹏[1] 高春燕[2] 马立娜[1] 

机构地区：[1]西南财经大学工商管理学院,成都610074 [2]西南财经大学统计学院,成都610074

出　　处：《系统管理学报》2016年第1期150-155,共6页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70801049;71201128);教育部人文社科西部项目(14XJC630010);西南财经大学中央高校基金资助项目

摘　　要：基于新产品投放市场初期的在线评论中的情感信息具有暗示产品某功能是否得到消费者青睐及青睐程度的信息,同时,这些评论会影响后面消费者态度及决策的角度,结合证据理论的融合机制,提出了一种基于情感分析与证据理论的短期新产品竞争力测度方法。该方法构建了新产品在线评价信息的特性情感词汇提取机制,以及特性词评价集合与潜在消费者对特性词评价集合的打分机制,并发展构造了Mass函数及证据融合规则。最后,以效用理论构建新产品在线竞争力评估基准,由此构成完整的短期新产品在线竞争力测度方法。实证研究结果表明,该方法具有较高的可行性。When online consumers compare new products with similar functions, they generally read other consumers online reviews and make a preference decision. Hence online review will influence later consumers~ attitudes and decisions which may change new products competition power. We construct a new evaluation framework on new product online competition power, consisting of four steps. First, a mechanism to choose special words in online product reviews is developed. Second, a review mechanism on the special words set is developed. Third, attribute synthesis rule base on evidential theory is formatted. Fourth, an evaluation criterion is formatted by taking utility as rank standard. In order to validate the evaluation framework＇s effect, eight samples are selected by technology and function criteria denoted by screen, disk, resolution, and so on. It is found that except for a few products, most products have a consistent ranking with sales data by using the evaluation framework, suggesting that the framework is effective.

关 键 词：情感分析 证据推理 竞争力测度方法 

分 类 号：C939[经济管理—管理学]