• 한국정보시스템학회지:정보시스템연구
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• 제32권3호
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• pp.133-150
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• 2023

Purpose This study aims to develop classification models using a decision tree algorithm to identify core keywords and rules influencing online consumer review evaluations for the robot vacuum cleaner on Amazon.com. The difference from previous studies is that we analyze core keywords that affect the evaluation results by dividing the subjects that evaluate online consumer reviews into self-evaluation (star ratings) and peer evaluation (helpfulness votes). We investigate whether the core keywords influencing star ratings and helpfulness votes vary across different products and whether there is a similarity in the core keywords related to star ratings or helpfulness votes across all products. Design/methodology/approach We used random under-sampling to balance the dataset. We progressively removed independent variables based on decreasing importance through backwards elimination to evaluate the classification model's performance. As a result, we identified classification models that best predict star ratings and helpfulness votes for each product's online consumer reviews. Findings We have identified that the core keywords influencing self-evaluation and peer evaluation vary across different products, and even for the same model or features, the core keywords are not consistent. Therefore, companies' producers and marketing managers need to analyze the core keywords of each product to highlight the advantages and prepare customized strategies that compensate for the shortcomings.

• 한국의류학회지
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• 제36권12호
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• pp.1270-1284
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• 2012

This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권12호
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• pp.6097-6120
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• 2019

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.

• Journal of Smart Tourism
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• 제3권3호
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• pp.5-15
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• 2023

Given the increasing information overload among users of online review websites, understanding the manner in which cognitive costs are reduced and efficient information is made reliable has become increasingly important. This study targets a unique consumer review design and explores how reviews from an external peer-to-peer site embedded in an online travel agency (OTA) website influence subsequent evaluation behaviors. The empirical results indicate that (1) embedded external reviews with a high average valence tend to strengthen the influence of the positive evaluation ratio while diminishing the effect of the review volume, and (2) embedded external reviews with a large variance strengthen the positive effect of the review volume while weakening the effect of the positive evaluation ratio on subsequent positive evaluations. The findings provide practical insights for consumers and online platforms.

• 한국의상디자인학회지
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• 제18권2호
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• pp.177-190
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• 2016

On-line consumer reviews are good references for consumers to evaluate and buy apparel products. The objective of this study is to facilitate communication about performance textiles between consumers and merchandisers who buy and sell apparel products on online. The survey was based on standardizing words used in consumer reviews written after purchase of summer knit t-shirts at internet shopping mall and evaluating the performance textiles including cellulose fibers. We collected reviews of five sorts of the clothing products including cotton/modal, tencel/polyurethane, polyester/rayon, linen, cotton and selected 1000 reviews related to textiles. For classifying each word used in the reviews by the performance textiles, they were quantified applying same standards. The results were as follow: First, the standard for consumer to consider importantly was tactile sensation, appearance, pilling, thickness, dimensional stability in washing. Second, the important category of performance textiles was healthy-comfort and psychological-comfort. Third, there were difference performance textiles for consumer to recognize, e.g. cotton/modal was important to air-permeability, tencel/polyurethane was noticed about tactile sensation, polyester/rayon was perceived about pilling unlike other things, linen had a problem of clothing care-convenience, then cotton was familiar fiber to important for appearance. The last, consumers usually focused on writing the most positive or negative online reviews. Although not familiar with professional terminologies, consumers are sensitive to physical properties of textiles. Therefore, standardizing and evaluating performance textiles are expected to improve satisfaction as providing objective information to consumers considering in buying apparel products at online shopping mall and increase in revenue to manufacturer.

• 한국의류학회지
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• 제35권7호
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• pp.761-774
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• 2011

This study investigated the consumer review information considered important by consumers when making a purchase decision to buy apparel products online. Data were collected through focus group interviews. Eleven females in their 20s and 30s, who have extensive experience in reading consumer reviews posted on online apparel stores, participated in the study. The consumer review information considered important by participants is the information related to seven product attributes (size, fabric, design, color, sewing, price, and country of origin), seven benefits (functional, financial, esthetic, emotional, social, utilitarian benefits, and product value compared to price) of the apparel product and four store attributes (return/refund, delivery, reputation/credibility, and customer service). The findings from the study can serve as an important tool in developing survey questions in order to evaluate the quality of consumer review information and help online retailers plan methods to improve the quality of reviews.

• 산업경영시스템학회지
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• 제44권4호
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• pp.85-97
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• 2021

Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers. This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.

• 한국전자거래학회지
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• 제16권3호
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• pp.93-112
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• 2011

최근 온라인 쇼핑 활동의 증가와 함께 소비자들은 온라인상에서의 제품에 대한 리뷰를 합리적인 구매 결정을 내리기 위한 중요한 정보로 활용하고 있다. 하지만 소비자들은 많은 양의 온라인 리뷰 중 그들의 구매 결정에 유익하게 활용될 리뷰를 선택하기가 쉽지 않다. 따라서 본 연구에서는 정교화 가능성 이론(elaboration likelihood model)을 바탕으로, 유익한 온라인 소비자 리뷰를 결정하는 요인이 무엇인지 알아보고, 구매하고자 하는 제품의 가격에 따라 유익한 리뷰를 결정짓는 요인이 어떻게 변화되는지를 분석하고자 한다. 본 분석을 위해 아마존 닷컴의 75,226개의 온라인 소비자 리뷰 데이터를 수집하고, 리뷰 메시지의 감정어 분석 (sentimental analysis)을 통해 메시지 내용에 대한 정량변수도 확보하였다. 다중회귀분석 결과, 리뷰 점수, 리뷰어에 대한 랭킹 정보를 포함하는 주변적 단서(peripheral cues)와 리뷰 메시지의 단어 수, 부정어 비율의 중심적 단서(central cues) 모두 리뷰의 유익성에 영향을 미치는 것으로 나타났다. 또한, 고가격 제품과 저가격 제품에서 유익한 리뷰를 결정하는 요인이 다르게 나타남을 확인하였다.

• 한국의류학회지
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• 제36권3호
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• pp.282-296
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• 2012

This study identified the types of motives for reading consumer reviews of apparel products for online stores and classified shoppers into the groups based on motives. Data were collected from eleven Korean women by a focus group interview and from 313 females by an online survey. Respondents were in their 20s' and 30s' with significant experience reading consumer reviews of apparel products for online stores. The seven motives found by interviews were reduced to four types of motives by factor analysis: Right product choice and judgment of product value, risk reduction, saving time and money, and fun/killing time. The motive for the right product choice and judgment of product value was the highest and the motive for fun/killing time was the lowest. Consumers were classified into four groups based on motives: Utilitarian shoppers (25.8%), shopping-task oriented shoppers (36.8%), multiple-motive shoppers (19.7%), and moderate-motive shoppers (17.7%). There were significant differences among age groups and the amount of reading reviews posted on a product and the duration of reading reviews for online stores. In addition, managerial implications were developed.

• Fashion, Industry and Education
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• 제15권2호
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• pp.1-10
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• 2017

The purposes of this study were to explore (1) how fit reviews differ among height groups and (2) how overall numerical ratings differ depending on height groups and ifferent types of fit reviews. Content analysis was used to analyze systematically sampled online consumer reviews (OCRs) of formalwear dresses rented online. In part 1, 201 OCRs were analyzed to develop the coding scheme, which included three aspects of fit (physical, aesthetic, and functional), valence (negative, neutral, positive), and overall numerical rating. In part 2, 600 OCRs were coded and statistically analyzed. Differences in frequency were not found among height groups for any types of mentions (negative, neutral, and positive) in terms of the three aspects of fit in the OCRs. Differences in overall mean ratings were not found among height groups. Interestingly, valence of each aspect of fit reviews affected mean numeric ratings. This study is new in examining relationships among textual information (i.e., fit reviews), numerical information (i.e., numerical rating), and reviewer's characteristic (i.e., height). The results of this study offered practical implications for etailers and marketers that they should pay attention to the three aspects of fit reviews and monitor garments with negative fit evaluations for lower ratings. They may attempt to increase ratings by providing customers recommendations to get a better fit.