Affiliations: [a] School of Business, Yunnan University of Finance and Economics, Kunming, China
| [b] School of Humanities and Management, Yunnan University of Chinese Medicine, Kunming, China
| [c] School of Real Estate Marketing, Chongqing College of Architecture and Technology, Chongqing, China
Abstract: Brand authenticity perception is essential for territorial characteristic agricultural product e-commerce studies. From the complexity of consumer perception of brand authenticity, an e-commerce brand authenticity perception (EBAP) analysis model is proposed based on fuzzy cognitive map (FCM) and emotional analysis of online comments. Firstly, LDA model and snowNLP tools extract consumer perception attributes and their emotional inclination. After that, FCM and improved Bonferroni mean (BM) operator are used to accurately analyze the interrelationships between different attributes and comprehensively evaluate the brand authenticity of different enterprises under the same characteristic agricultural product. Finally, the model comparison experiment results show that the model proposed can reflect the “attribute importance” and “emotional inclination” of the e-commerce brand authenticity perception of territorial characteristic agricultural products. Among them, “platform logistics” and “product benefits” are essential in promoting the authenticity of brand-consumer relationships. Meanwhile, “e-commerce aftersales service” is closely related to the positive evaluation of “platform logistics” and “product benefits.” This study expands the methodical approach to brand authenticity perception research; it provides a valuable reference for developing modern fine granularity management of e-commerce brand authenticity for characteristic agricultural products.
