网络口碑舆情情感强度测度模型研究——基于PAD三维情感模型  

Research on the Sentiment Intensity Measurement Model of Internet Word-of-Mouth Public Opinion Based on the PAD Model

作　　者：李吉[1] 黄微[1] 郭苏琳 孙悦[1] Li Ji;Huang Wei;Guo Sulin;Sun Yue(School of Management, Jilin University, Changchun 130022)

机构地区：[1]吉林大学管理学院,长春130022

出　　处：《情报学报》2019年第3期277-285,共9页Journal of the China Society for Scientific and Technical Information

基　　金：国家自然科学基金面上项目"大数据环境下多媒体网络舆情信息的语义识别与危机响应研究"(71473101)

摘　　要：针对中文网络客户评论,从消费者真实购买体验的网络平台上抓取在线评论信息,构建基于PAD模型的网络口碑情感强度测度模型,有助于企业实时监控网络口碑舆情。利用同义词词林扩展版和大连理工情感词汇本体构建情感词典,采用PAD三维情感模型计算情感强度,以此对商品评论所蕴含的情感状态进行分析研究,并对网络口碑舆情进行监测评估。以京东笔记本品牌在线评论为例进行实例验证,提出的基于PAD模型的网络口碑舆情情感强度测评模型得到较好的检验效果,可以为在线产品的网络口碑舆情监测评估提供信息决策。It is helpful for companies to monitor Internet word-of-mouth public opinion in real time in order to capture online commentary information from Chinese online customer reviews as well as to build online word-of-mouth (WOM) monitoring and assessment methods based on the PAD model. By using the synonym Term Extension and Dalian Polytechnic ??s emotional vocabulary ontology to build a sentiment dictionary, along with the psychological PAD model to calculate emotional intensity, this paper examines and analyzes the emotional state expressed in product reviews, and conducts an online word-of-mouth opinion process. The online reviews of the Jingdong notebook brand were used as an example and were monitored and evaluated to verify the case. The proposed method based on the PAD model for Internet word-of-mouth public opinion monitoring and evaluation has a better test effect, and can provide information decision for online word-ofmouth public opinion monitoring and evaluation of online products.

关 键 词：网络口碑 PAD模型 舆情监测 在线评论 情感分析 

分 类 号：F724.6[经济管理—产业经济] F274[文化科学—传播学] G206