基于网络客户评论的产品口碑排序方法

doi:10.12005/orms.2017.0260

运筹与管理 ›› 2017, Vol. 26 ›› Issue (11): 59-64.DOI: 10.12005/orms.2017.0260

基于网络客户评论的产品口碑排序方法

杨弦, 党延忠, 吴江宁

大连理工大学系统工程研究所,辽宁大连 116024;

收稿日期:2014-01-09 出版日期:2017-11-25
作者简介:杨弦(1988-),女,湖南省,博士研究生,研究方向:数据挖掘;党延忠(1954-),男,辽宁省,博士,教授,研究方向:知识管理;吴江宁(1964-),女,博士,辽宁省,教授,研究方向:知识发现、数据挖掘。
基金资助:
国家自然科学基金项目(71471028,71671024);教育部人文社科项目(15YJCZH198);辽宁省社科规划基金重点项目(L17AGL012);大连市社科联重点项目(2016dlskzd007);中央高校基本科研业务费(DUT17JC37)

A Product WOM Ranking Method Based on Consumer Reviews

YANG Xian, DANG Yan-zhong, WU Jiang-ning

Institute of Systems Engineering, Dalian University of Technology, Dalian 116024, China;

Received:2014-01-09 Online:2017-11-25

摘要/Abstract

摘要： 电子商务时代,产品的网络口碑已成为消费者做购买决策的重要参考依据。本文利用客户评论信息,依据产品的评分及产品之间的对比投票数据,提出了一个新的产品口碑排序方法。首先利用产品两两间的对比投票计算各自的相对口碑,再采用贝叶斯平均方法修正原始客户评分,然后将二者结合得到产品的总口碑,进而对产品的网络口碑进行排序。实验数据采自第三方点评网站中的产品对比投票数据,实验结果表明本文提出的产品口碑排序方法具有较高的支持度,且与产品销量排序的相关性也很高。

关键词: 口碑排序, 对比投票, 客户评论, 产品对比关系图, 销量排序

Abstract: In the era of E-commerce, online word-of-mouth (WOM) of products is more and more important for consumers to make purchase decisions when shopping online. This paper proposes an effective WOM ranking method by two kinds of consumer reviews dataset, such as means of ratings and comparative votes on products. It firstly computes relative WOM based on comparative votes, and then modifies the original ratings by the method of True Bayesian Average. Afterwards it combines relative WOM ratings and modified ratings to form the summarized WOM ratings for all products. At last a ranking of all products can be derived based on summarized WOM ratings. Evaluation on the proposed WOM ranking method is conducted by using the real world datasets coming from a famous third party review website in China. Empirical results show that the WOM ranking list obtained by our approach has a higher support than other methods and also has a highest correlation with products sales ranking.

Key words: WOM ranking, comparative votes, consumer reviews, product comparative correlation graph, sales ranking

中图分类号:

C931

杨弦, 党延忠, 吴江宁. 基于网络客户评论的产品口碑排序方法[J]. 运筹与管理, 2017, 26(11): 59-64.

YANG Xian, DANG Yan-zhong, WU Jiang-ning. A Product WOM Ranking Method Based on Consumer Reviews[J]. Operations Research and Management Science, 2017, 26(11): 59-64.

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基于网络客户评论的产品口碑排序方法

A Product WOM Ranking Method Based on Consumer Reviews

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