Online evaluation re-scoring based on review behavior analysis

Abstract

Customer reviews written at online shopping sites greatly influence the decision of potential buyers. Since existence of noise in reviews is inevitable, helping users alleviate the influence of these noisy reviews has become a fundamental issue for improving service quality in e-commerce transactions, especially for C2C (customer-to-customer) sites. In this paper, we present an approach to reduce the influence of noisy review and improve product ranking quality by using customer credibility. Customer credibility is used to measure to what degree the reviews can be trusted. A feedback strategy is designed to calculate the customer credibility, which relies on the consistency evaluation between individual reviews and overall reviews. Additionally, we provide a method to eliminate the inconsistency problem between the review comments and customer given scores, captured by the learned model on the training data that is constructed automatically. The final product scores are calculated by considering both the customer credibility and the predicted scores. The experimental results on real-world data sets show that our proposed approach provides better products ranking than baseline systems.