• Title/Summary/Keyword: Online Product Reviews

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Acceptance of Social Media as a Marketing Tool : A Quantitative Study

  • Hooda, Apeksha;Ankur, Ankur
    • Asian Journal of Business Environment
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    • v.8 no.3
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    • pp.5-12
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    • 2018
  • Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.

Multimodal Sentiment Analysis for Investigating User Satisfaction

  • Hwang, Gyo Yeob;Song, Zi Han;Park, Byung Kwon
    • The Journal of Information Systems
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    • v.32 no.3
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    • pp.1-17
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    • 2023
  • Purpose The proliferation of data on the internet has created a need for innovative methods to analyze user satisfaction data. Traditional survey methods are becoming inadequate in dealing with the increasing volume and diversity of data, and new methods using unstructured internet data are being explored. While numerous comment-based user satisfaction studies have been conducted, only a few have explored user satisfaction through video and audio data. Multimodal sentiment analysis, which integrates multiple modalities, has gained attention due to its high accuracy and broad applicability. Design/methodology/approach This study uses multimodal sentiment analysis to analyze user satisfaction of iPhone and Samsung products through online videos. The research reveals that the combination model integrating multiple data sources showed the most superior performance. Findings The findings also indicate that price is a crucial factor influencing user satisfaction, and users tend to exhibit more positive emotions when content with a product's price. The study highlights the importance of considering multiple factors when evaluating user satisfaction and provides valuable insights into the effectiveness of different data sources for sentiment analysis of product reviews.

The Influence of Customer's Multidimensional Evaluation in Online Review :Focused on Apparel Products (온라인상에서의 다차원적인 사용후기의 영향에 관한 연구 : 의류제품을 중심으로)

  • Suh, Mun-Shik;Ahn, Jin-Woo;Lee, Ji-Eun;Park, Sun-Kyung
    • The Journal of the Korea Contents Association
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    • v.9 no.8
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    • pp.255-271
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    • 2009
  • Since consumers have difficulty in acquiring information related to products in online, they are apt to use WOM(word-of-mouth). It seems to be more popular and acceptable methods to acquire information about products sold in online. In other words, consumers who visit the Internet shopping-mall can not make a purchase-decision immediately because they have no sufficient knowledge about products. To solve this problem, consumers make use of the service called "online review". The objective of this study is to verify how these reviews can influence attitude toward the message, product and several buying behaviors in the online. In particular, this study focus on the message's sidedness(positive or negative) and objectivity(objective or subjective), because it is expected that consumers are likely to behave differently according to the characteristics of online reviews. Thus, to measure consumer's attitude and buying behavior, this study was examined by 4 types of messages. The results of this study are as follows: First, in the positive-objective message, the message attitude has a stronger effect on purchase intention than other outcomes. Second, in the positive-subjective message, the message attitude has a stronger effect on revisiting intention than others. Third, in the negative-objective message, the message attitude has a stronger effect on purchase intention than others. Hence, it is said that online shopping-mall managers need to understand the effects of multidimensional online review.

Unstructured Data Quantification Scheme Based on Text Mining for User Feedback Extraction (사용자 의견 추출을 위한 텍스트 마이닝 기반 비정형 데이터 정량화 방안)

  • Jo, Jung-Heum;Chung, Yong-Taek;Choi, Seong-Wook;Ok, Changsoo
    • Journal of Korean Society of Industrial and Systems Engineering
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    • v.41 no.4
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    • pp.131-137
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    • 2018
  • People write reviews of numerous products or services on the Internet, in their blogs or community bulletin boards. These unstructured data contain important emotions and opinions about the author's product or service, which can provide important information for future product design or marketing. However, this text-based information cannot be evaluated quantitatively, and thus they are difficult to apply to mathematical models or optimization problems for product design and improvement. Therefore, this study proposes a method to quantitatively extract user's opinion or preference about a specific product or service by utilizing a lot of text-based information existing on the Internet or online. The extracted unstructured text information is decomposed into basic unit words, and positive rate is evaluated by using existing emotional dictionaries and additional lists proposed in this study. This can be a way to effectively utilize unstructured text data, which is being generated and stored in vast quantities, in product or service design. Finally, to verify the effectiveness of the proposed method, a case study was conducted using movie review data retrieved from a portal website. By comparing the positive rates calculated by the proposed framework with user ratings for movies, a guideline on text mining based evaluation of unstructured data is provided.

FEROM: Feature Extraction and Refinement for Opinion Mining

  • Jeong, Ha-Na;Shin, Dong-Wook;Choi, Joong-Min
    • ETRI Journal
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    • v.33 no.5
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    • pp.720-730
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    • 2011
  • Opinion mining involves the analysis of customer opinions using product reviews and provides meaningful information including the polarity of the opinions. In opinion mining, feature extraction is important since the customers do not normally express their product opinions holistically but separately according to its individual features. However, previous research on feature-based opinion mining has not had good results due to drawbacks, such as selecting a feature considering only syntactical grammar information or treating features with similar meanings as different. To solve these problems, this paper proposes an enhanced feature extraction and refinement method called FEROM that effectively extracts correct features from review data by exploiting both grammatical properties and semantic characteristics of feature words and refines the features by recognizing and merging similar ones. A series of experiments performed on actual online review data demonstrated that FEROM is highly effective at extracting and refining features for analyzing customer review data and eventually contributes to accurate and functional opinion mining.

Terms Based Sentiment Classification for Online Review Using Support Vector Machine (Support Vector Machine을 이용한 온라인 리뷰의 용어기반 감성분류모형)

  • Lee, Taewon;Hong, Taeho
    • Information Systems Review
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    • v.17 no.1
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    • pp.49-64
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    • 2015
  • Customer reviews which include subjective opinions for the product or service in online store have been generated rapidly and their influence on customers has become immense due to the widespread usage of SNS. In addition, a number of studies have focused on opinion mining to analyze the positive and negative opinions and get a better solution for customer support and sales. It is very important to select the key terms which reflected the customers' sentiment on the reviews for opinion mining. We proposed a document-level terms-based sentiment classification model by select in the optimal terms with part of speech tag. SVMs (Support vector machines) are utilized to build a predictor for opinion mining and we used the combination of POS tag and four terms extraction methods for the feature selection of SVM. To validate the proposed opinion mining model, we applied it to the customer reviews on Amazon. We eliminated the unmeaning terms known as the stopwords and extracted the useful terms by using part of speech tagging approach after crawling 80,000 reviews. The extracted terms gained from document frequency, TF-IDF, information gain, chi-squared statistic were ranked and 20 ranked terms were used to the feature of SVM model. Our experimental results show that the performance of SVM model with four POS tags is superior to the benchmarked model, which are built by extracting only adjective terms. In addition, the SVM model based on Chi-squared statistic for opinion mining shows the most superior performance among SVM models with 4 different kinds of terms extraction method. Our proposed opinion mining model is expected to improve customer service and gain competitive advantage in online store.

F_MixBERT: Sentiment Analysis Model using Focal Loss for Imbalanced E-commerce Reviews

  • Fengqian Pang;Xi Chen;Letong Li;Xin Xu;Zhiqiang Xing
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.18 no.2
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    • pp.263-283
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    • 2024
  • Users' comments after online shopping are critical to product reputation and business improvement. These comments, sometimes known as e-commerce reviews, influence other customers' purchasing decisions. To confront large amounts of e-commerce reviews, automatic analysis based on machine learning and deep learning draws more and more attention. A core task therein is sentiment analysis. However, the e-commerce reviews exhibit the following characteristics: (1) inconsistency between comment content and the star rating; (2) a large number of unlabeled data, i.e., comments without a star rating, and (3) the data imbalance caused by the sparse negative comments. This paper employs Bidirectional Encoder Representation from Transformers (BERT), one of the best natural language processing models, as the base model. According to the above data characteristics, we propose the F_MixBERT framework, to more effectively use inconsistently low-quality and unlabeled data and resolve the problem of data imbalance. In the framework, the proposed MixBERT incorporates the MixMatch approach into BERT's high-dimensional vectors to train the unlabeled and low-quality data with generated pseudo labels. Meanwhile, data imbalance is resolved by Focal loss, which penalizes the contribution of large-scale data and easily-identifiable data to total loss. Comparative experiments demonstrate that the proposed framework outperforms BERT and MixBERT for sentiment analysis of e-commerce comments.

Recommender system using BERT sentiment analysis (BERT 기반 감성분석을 이용한 추천시스템)

  • Park, Ho-yeon;Kim, Kyoung-jae
    • Journal of Intelligence and Information Systems
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    • v.27 no.2
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    • pp.1-15
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    • 2021
  • If it is difficult for us to make decisions, we ask for advice from friends or people around us. When we decide to buy products online, we read anonymous reviews and buy them. With the advent of the Data-driven era, IT technology's development is spilling out many data from individuals to objects. Companies or individuals have accumulated, processed, and analyzed such a large amount of data that they can now make decisions or execute directly using data that used to depend on experts. Nowadays, the recommender system plays a vital role in determining the user's preferences to purchase goods and uses a recommender system to induce clicks on web services (Facebook, Amazon, Netflix, Youtube). For example, Youtube's recommender system, which is used by 1 billion people worldwide every month, includes videos that users like, "like" and videos they watched. Recommended system research is deeply linked to practical business. Therefore, many researchers are interested in building better solutions. Recommender systems use the information obtained from their users to generate recommendations because the development of the provided recommender systems requires information on items that are likely to be preferred by the user. We began to trust patterns and rules derived from data rather than empirical intuition through the recommender systems. The capacity and development of data have led machine learning to develop deep learning. However, such recommender systems are not all solutions. Proceeding with the recommender systems, there should be no scarcity in all data and a sufficient amount. Also, it requires detailed information about the individual. The recommender systems work correctly when these conditions operate. The recommender systems become a complex problem for both consumers and sellers when the interaction log is insufficient. Because the seller's perspective needs to make recommendations at a personal level to the consumer and receive appropriate recommendations with reliable data from the consumer's perspective. In this paper, to improve the accuracy problem for "appropriate recommendation" to consumers, the recommender systems are proposed in combination with context-based deep learning. This research is to combine user-based data to create hybrid Recommender Systems. The hybrid approach developed is not a collaborative type of Recommender Systems, but a collaborative extension that integrates user data with deep learning. Customer review data were used for the data set. Consumers buy products in online shopping malls and then evaluate product reviews. Rating reviews are based on reviews from buyers who have already purchased, giving users confidence before purchasing the product. However, the recommendation system mainly uses scores or ratings rather than reviews to suggest items purchased by many users. In fact, consumer reviews include product opinions and user sentiment that will be spent on evaluation. By incorporating these parts into the study, this paper aims to improve the recommendation system. This study is an algorithm used when individuals have difficulty in selecting an item. Consumer reviews and record patterns made it possible to rely on recommendations appropriately. The algorithm implements a recommendation system through collaborative filtering. This study's predictive accuracy is measured by Root Mean Squared Error (RMSE) and Mean Absolute Error (MAE). Netflix is strategically using the referral system in its programs through competitions that reduce RMSE every year, making fair use of predictive accuracy. Research on hybrid recommender systems combining the NLP approach for personalization recommender systems, deep learning base, etc. has been increasing. Among NLP studies, sentiment analysis began to take shape in the mid-2000s as user review data increased. Sentiment analysis is a text classification task based on machine learning. The machine learning-based sentiment analysis has a disadvantage in that it is difficult to identify the review's information expression because it is challenging to consider the text's characteristics. In this study, we propose a deep learning recommender system that utilizes BERT's sentiment analysis by minimizing the disadvantages of machine learning. This study offers a deep learning recommender system that uses BERT's sentiment analysis by reducing the disadvantages of machine learning. The comparison model was performed through a recommender system based on Naive-CF(collaborative filtering), SVD(singular value decomposition)-CF, MF(matrix factorization)-CF, BPR-MF(Bayesian personalized ranking matrix factorization)-CF, LSTM, CNN-LSTM, GRU(Gated Recurrent Units). As a result of the experiment, the recommender system based on BERT was the best.

Item-Based Collaborative Filtering Recommendation Technique Using Product Review Sentiment Analysis (상품 리뷰 감성분석을 이용한 아이템 기반 협업 필터링 추천 기법)

  • Yun, So-Young;Yoon, Sung-Dae
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.24 no.8
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    • pp.970-977
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    • 2020
  • The collaborative filtering recommendation technique has been the most widely used since the beginning of e-commerce companies introducing the recommendation system. As the online purchase of products or contents became an ordinary thing, however, recommendation simply applying purchasers' ratings led to the problem of low accuracy in recommendation. To improve the accuracy of recommendation, in this paper suggests the method of collaborative filtering that analyses product reviews and uses them as a weighted value. The proposed method refines product reviews with text mining to extract features and conducts sentiment analysis to draw a sentiment score. In order to recommend better items to user, sentiment weight is used to calculate the predicted values. The experiment results show that higher accuracy can be gained in the proposed method than the traditional collaborative filtering.

The Exploratory Study of the Dynamic Price Changing under the On-line Context (온라인 환경 하에서 제품가격의 동적인 변화에 대한 탐색적 연구)

  • Na, Kyung Soo;Son, Young Seok
    • The Journal of the Korea Contents Association
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    • v.20 no.2
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    • pp.511-521
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    • 2020
  • The purpose of this study is to research the effects of the same brand item sold online at different prices. To that end, the exploratory study is focused on four factors that influence price dispersion online is suggested. First, the products are divided into utilitarian products and hedonic products in line with the product concept, and laptops, washing machines are included in the utility concept products. Also the backpacks and sneakers are included in the hedonic concept products. A total of 400 effective objectives were selected and analyzed for each concept products, 200 objectives. The research analysis revealed that the price dispersion is significant relationship with an average price, the highest price, the lowest price, the year of release, the number of retailers, and the number of reviews in case of the utility concept product. On the contrary, in case of hedonic concept products, average price, highest price, lowest price, year of release, retailer, and reviews and ratings is found to be positively related to price dispersion. Based on these results, theoretical and practical implications are discussed about the influence price dispersion on marketing.