期刊
ELECTRONIC COMMERCE RESEARCH
卷 22, 期 4, 页码 1131-1151出版社
SPRINGER
DOI: 10.1007/s10660-020-09447-8
关键词
Customer reviews; Opinion dynamics; Negativity bias; Deffuant-Weisbuch model; Product redesign
资金
- National Natural Science Foundation, China [51505480, 51875345]
- Postgraduate Research & Practice Innovation Program of Jiangsu Province [KYCX19_2175]
- Postgraduate Research & Practice Innovation Program of China University of Mining and Technology [KYCX19_2175]
This study proposes a Customer Reviews Evolution Model (CREM) to analyze the dynamic evolution process of group customer reviews by simulating the dynamic interaction among customers. The model takes into account the negativity bias and the helpfulness of reviews to better represent customers' sensitivity to reviews and information acquisition ability. Case study results support the feasibility and effectiveness of the proposed model in supporting attribute evaluation in product redesign.
Perception of customer requirements and intention is crucial for product redesign where customer reviews play a significant role. Customers dynamically make decision and interact with others, which lead to the evolution of customer reviews. A customer reviews evolution model (CREM) is proposed to analyse the dynamic evolution process of group customer reviews by using a modified Deffuant-Weisbuch model based on opinion dynamics. In the proposed methodology, negativity bias and the helpfulness of reviews are incorporated according to the characteristics of customers and reality. Based on the related literature reviews and survey, negativity bias is introduced to present that positive customers are still sensitive to negative reviews out of confidence radius and will interact with them. In addition, the helpfulness of reviews is used to reflect the rate of information acquisition since the ability of expression varies from person to person. Moreover, as a case study, the customer reviews evolution of a smartphone is modelled to support the redesigned attributes evaluation. Finally, the feasibility and effectiveness of the proposed CREM is expounded through result analysis and discussion.
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