دانلود رایگان مقاله انگلیسی چه افرادی و چه زمانی برای تجربیات خرید آنلاین خود تجدید نظر می کنند - اشپرینگر 2018

Abstract

Web 2.0 technologies have attracted an increasing number of people with various backgrounds to become active online writers and viewers. As a result, exploring reviewers’ opinions from a huge number of online reviews has become more important and simultaneously more difficult than ever before. In this paper, we first present a methodological framework to study the “purchasing-reviewing” behavior dynamics of online customers. Then, we propose a review-to-aspect mapping method to explore reviewers’ opinions from the massive and sparse online reviews. The analytical and experimental results with real data demonstrate that online customers can be sectioned into groups in accordance with their reviewing behaviors and that people within the same group may have similar reviewing motivations and concerns for an online shopping experience.

6. Conclusions

In this paper, we present a methodology framework to study massive customers’ online “purchasing-reviewing” behaviors. Also, we present a review-to-aspect mapping method to explore the reviewers’ opinions for an online shopping experience in massive and sparse reviews. The analytical and experimental results with real data from a Chinese B2C website of www.jd.com demonstrate that the reviewers grouped by the similar reviewing behavior dynamics can reveal certain information about reviewers’ motivations and concerns for an online shopping experience. This study obtains two major findings:

1) The frequency of time intervals between consumers’ purchasing a good online and their publishing reviews follows a power-law distribution, providing new evidence for the study of human behaviors online. Moreover, similar reviewing behavior dynamics exist for different online shopping experiences in the same B2C website.

2) Different people may use various words to express the same view for an online shopping experience, leading to the sparse distribution of words and increasing difficulty in analyzing customers’ opinions. Review-to-aspect mapping is a feasible method to address this problem. By this method, people can obtain opinions from a group of consumers and then summarize management oriented patterns from these online review data.