The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Enhancement of User Understanding and Service Value Using Online Reviews

온라인 리뷰를 활용한 사용자 이해 및 서비스 가치 증대

  • 김진화 (서강대학교 경영학과) ;
  • 변현수 (백석예술대학 경영행정학부) ;
  • 이승훈 (해군본부 체계분석처 전력분석시험평가단, 전투분석)
  • Received : 2010.11.15
  • Accepted : 2011.05.13
  • Published : 2011.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The Web has become an excellent source for gathering consumer opinions. There are now numerous Web sites containing such opinions, e.g., customer reviews of products, forums, discussion groups, and blogs. This paper focuses on online customer reviews of products. It makes some contributions. Especially it proposes minimalism and chunking framework for analyzing and comparing consumer opinions of competing products. Users are able to clearly see the strengths and weaknesses of each product in the minds of consumers in terms of various product features. This comparison is useful to both potential customers and product manufacturers. For a product manufacturer, the comparison enables it to easily gather marketing intelligence and product benchmarking information. In this paper, we only focus on mining opinion/product features that the reviewers have commented on. Five types of online review presentations are presented to mine such features. Our experimental results show that these techniques are useful to identify customers' opinions and trends.

Keywords

References

  1. 백상용, "개인의 정보기술 수용격차 요인에 대한 탐색적 연구," 정보시스템연구, 제 16권, 제3호, 2007, pp.45-68.
  2. 이현규, "전자상거래의 고객지향적 비즈니스 모델 구축에 관한 연구 - 고객가치와 서비스 품질, 기업의 성과를 중심으로," 정보시스템연구, 제14권, 제1호, 2005, pp.125-147.
  3. 한정희, 장활식, "서비스 가치 관점에서의 e-정보서비스 사용 의도에 관한 연구," 정보시스템연구, 제13권, 제1호, 2004, pp.97-119.
  4. Chen, Y., and Xie, J., "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, Vol.54, No.3, 2008, pp.477-491. https://doi.org/10.1287/mnsc.1070.0810
  5. Chevalier, J., and Mayzlin, D., "The Effect of Word of Mouth on Sales: Online Book Reviews," Journal of Marketing Research, Vol.43, No.3, 2006, pp. 345-354. https://doi.org/10.1509/jmkr.43.3.345
  6. Chomsky, N., A Minimalist Program for Linguistic Theory in The Minimalist Program, Cambridge, The MIT Press, Massachusetts, 1995.
  7. Dave, K., Lawrence, S., and Pennock, D. M,. "Mining the Peanut Gallery: Opinion Extraction and Semantic Classification of Product Reviews," Proceedings of the 12th International Conference on World Wide Web, May 20-24, Budapest, Hungary, 2003, pp.519-528.
  8. Gamon, M., Aue, A., Corston-Oliver, S., and Ringger, E., "Pulse: Mining Customer Opinions from Free Text," Proceedings of the 6th International Symposium on Intelligent Data Analysis, IDA 2005, September 8-10, Madrid, Spain, 2005, pp.121-132.
  9. Hu, M., and Liu, B., "Mining Opinion Features in Customer Reviews," Proceedings of the 19th National Conference on Artificial Intelligence (AAAI-2004), San Jose, USA, July 2004, pp.755-760.
  10. Liu, B., Hu, M., and Cheng, J., "Opinion Observer: Analyzing and Comparing Opinions on the Web," Proceedings of the 14th International conference on World Wide Web 2005, May 10-14, Chiba, Japan, 2005.
  11. Miller, G. A., "The Magical Number Seven, Plus or Minus Two," Psychology Review, Vol.63, 1956, pp.81-97. https://doi.org/10.1037/h0043158
  12. Newell, A., Unified Theories of Cognition, Cambridge, Harvard University Press, Massachusetts, 1990.
  13. Simon, H., "How Big is a Chunk?," Science, Vol.183, No.4124, 1974, pp.482-488. https://doi.org/10.1126/science.183.4124.482

Cited by

  1. A Comparison on the Factors Influencing Customer Values in Electronic Commerce between Korea and China vol.21, pp.4, 2012, https://doi.org/10.5859/KAIS.2012.21.4.155