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电子商务系列研讨会(19):基于客户评论数据的产品在线口碑建模与管理策略研究

    为进一步深入学术交流,增进学术氛围,应电子商务系邀请,大连理工大学博士生杨弦将于2018年9月5日来我院进行学术交流并作题为“基于客户评论数据的产品在线口碑建模与管理策略研究”的学术报告。欢迎感兴趣的教师及研究生参加。
 
    报 人:杨弦
    会议时间:2018年9月5日 14点30分
    会议地点:劝学楼444
 
【报告人简介】
    杨弦,大连理工大学管理科学与工程专业在读博士生。主要研究领域包括大数据与商务智能、文本挖掘、在线评论分析等。相关研究成果发表在《Decision Support Systems》、《运筹与管理》、《系统工程学报》等国内外重要期刊上。
 
Abstract
 
    The online review plays an important role as electronic word-of-mouth (eWOM) for potential consumers to make informed purchase decisions. However, the large number of reviews poses a considerable challenge because it is impossible for customers to read all of them for reference. Moreover, there are different types of online reviews with distinct features, such as numeric ratings, text descriptions, and comparative votes, for example; such heterogeneous information leads to more complexity for customers. In this paper, we propose a method to integrate such rich and heterogeneous information. The integrated information can be classified into two categories: descriptive information and comparative information. The descriptive information consists of online opinions directly given by consumers using text sentiments and numeric ratings to describe one specific product. The comparative information comes from comparative sentences that are implicitly embedded in the reviews and online comparative votes that are explicitly provided by third-party websites to compare more than one product. Both descriptive information and comparative information are integrated into a digraph structure, from which an overall eWOM score for each product and a ranking of all products can be derived. We collect both descriptive and comparative information for three different categories of products (mobile phones, laptops, and digital cameras) during a period of 10 days. The results demonstrate that our method can provide improved performance compared with those of existing product ranking methods. A ranking system based on our method is also provided that can help consumers to compare multiple products and make appropriate purchase decisions effortlessly.
 
撰稿人: 宋晓龙                                审核:田甜