中文摘要：

以计划行为理论为基础,从品牌态度、品牌声誉和感知价格三个维度,建立了消费者品牌再购意向模糊推理模型;构建了针对化妆品的评价词语料库和消费者品牌再购意向模糊推理规则库,通过对网络消费者在线评论中评价词的提取和语义分析,进行消费者品牌态度、感知价格、品牌声誉的计算和消费者再购意向的模糊推理;结合消费者的消费总额,构建＂品牌再购意向-消费总额＂消费者分类矩阵。以聚美优品网站的3款面膜为例进行品牌再购意向的实例计算,结果验证了所提方法的合理性和可行性。

英文摘要：

Based on the theory of planned behavior（ TPB ）, a fuzzy reasoning model of brand repurchase intention was established from three dimensions ： brand attitude, brand reputation and perceived value ; then the valuation word corpus and brand repurchase intention fuzzy reasoning rules for cosmetic brands were constructed. By extracting valuation words from the consumer online reviews and making semantic analysis, brand attitude, brand reputation and perceived value were computed, and brand repurchase intention was also obtained. Combining with the total consumption, the customer classification matrix ＂brand repurchase intention-total consumption＂ was constructed. Finally, an experimental study with the case of 3 types of facial mask on the Jumei site was done and the reasonable conclusion verified the validity of the method.