Research on the Relationship between Online Reviews with Additional One and Sales Based on Usefulness of Online Reviews

S. Ye, Yali Dong, Suyang Wang, Hu Wang
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引用次数: 0

Abstract

[Purpose/Significance] Filter the effective reviews in a number of comment texts based on the usefulness of the various attribute weights in the comments. The effective reviews can not only provide valuable reference for consumers to make purchasing decisions, but also provide enormous commercial value for e-commerce operators. [Method/Process] Based on the previous research on the usefulness of the reviews, consider the existence of additional comments to further improve the effective indicators of analysis and comments. This paper quantified the usefulness index of reviews, determined the attribute weight by fuzzy analytic hierarchy process ( FAHP), and ranked the usefulness of online reviews according to grey correlation analysis method. Based on usefulness, the influence of online reviews on sales performance was explored. [Result/Conclusion] In comments with additional comments, comments with inconsistent emotions are more useful than consistent comments. The usefulness of additional comments is also governed by the time distance (the time interval between posting two comments). Commenting on effective length, commenting on emotional sentiment significantly affects product sales.
基于在线评论有用性的附加评论与销售关系研究
【目的/意义】根据评论中各种属性权重的有用性,过滤大量评论文本中的有效评论。有效的评论不仅可以为消费者的购买决策提供有价值的参考,也为电子商务经营者提供了巨大的商业价值。【方法/过程】在前人对评价有用性研究的基础上,考虑是否存在额外的评价,进一步完善分析评价的有效指标。量化评价的有用性指标,利用模糊层次分析法确定评价的属性权重,利用灰色关联分析法对在线评价的有用性进行排序。基于有用性,探讨在线评论对销售绩效的影响。[结果/结论]在附加评论中,情绪不一致的评论比情绪一致的评论更有用。附加评论的有用性还受时间距离(发布两个评论之间的时间间隔)的影响。评论有效长度、评论情绪情绪对产品销售有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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