在线商品评论的效用分析研究

大多数电子商务网站为消费者提供相互交流的平台来发表其针对某件商品的评论.但是,随着在线商品评论的数量不断增加,潜在消费者越来越难从中发现有助于制定购买决策的信息.因此,如何从众多的评论中识别有用的评论,分析在线评论的效用成为关注的热点.本文对在线商品评论效用分析的最新研究进行评述,认为该领域的研究需要充分关注消费者的购买决策过程,进而设计新的数据挖掘方法更好地辅助消费者的购买决策,同时为电子商务网站的运营商调整营销沟通策略提供决策支持.

Utility analysis for online product review

Most e-commerce websites provide platforms for consumers to express their opinions on a specific product by writing online reviews.Due to the huge volumes of online product reviews available in e-commerce websites,it is a mentally exhausting,if not infeasible,process for potential consumers to go through all the reviews to make purchasing decisions.Hence,it is necessary to find a solution capable of presenting helpful reviews to consumers automatically.This paper describes various limitations of current utility analysis of online product review and discusses possible extensions that can improve utility evaluation capabilities based on consumer behavior theories,innovative data mining approaches,and applications to decision-making in network marketing.