visualization of product review. 2 introduction to activate the on-line purchase, most of shopping...
TRANSCRIPT
Visualization of Product Review
2
Introduction
To activate the on-line purchase, most of shopping mall adopts a strategy which records
the “Product Review”
The opinions from people who have already bought the products give useful information to the p
otential purchaser, seller or manufacturer
The type of purchase of E-Commerce, which applies Product Review, is the newest trend in the I
nternet shopping: Twinsumer
The opinions after purchasing the product has been recorded for the potential purchaser
s, but there are lack of helpful and essential information to deliver to the potential purch
asers for actual buying.
Establishing the definition, characteristic, and function of help system for purchase is needed
A lack of Technical Philosophy which makes Product Review to be the marketing strategy in the
on-line shopping mall
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Why is Product Review?
As using web is increasing, the amount of Product Review is
exponentially growing
Product Review is useful for potential customer and product manufacturer
A hot item has hundreds and thousands of Product Review
Text-Based Product Review can deliver enough information of Product,
If Product Review has long passages with a small percentage of opinion
section, it will increase the amount of review for potential customers.
Reading the only minority opinion makes the bias for product
Management problem of a great quantity of Product Review related to the
products occurs to the product manufacturers
It will be difficult for potential customer and manufacturer to attain and
manage the necessary information as text-based Product Review is
increasing
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Difficulty of Decision Making
Increasing of Product Review and its Reader & Writer
Increasing of Product Information
Difficulty of Searching because of aGreat Quantity of Product Review
Searching the Minority Product Review Creates Bias
Some Change is neededFor Product Review toOffer the Useful InformationFor Actual Buying
Why is Product Review?
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Amazon.com : Let Product Review is recorded by purchasers for the first in 1995
Amazon.com 의 Homepage & Product Review
Representative Example of Product Review(overseas)
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www.epinions.com : Third-Party
Representative Example of Product Review(overseas)
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www.barnesandnoble.com
Representative Example of Product Review(overseas)
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www.gmarket.com : Korea’s celebrate Online Shopping mall
Representative Example of Product Review(home)
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www.gseshop.co.kr
Representative Example of Product Review(home)
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Summary
On-line shopping mall adopts a strategy which purchasers record Product
Review
Most of Product Review is text-based
Product Review is changing gradually into image-based
Making Product Review with surveying the satisfaction of product
Don’t survey the purchasers’ actual satisfactions, but items on-line shopping mall
is needed
Absence of methods that helps potential consumers to purchase when a
great amount of Product Review is existed
Appearance of professional review site not by on-line shopping mall, but by
expert or a group of early adopter, carrying out the role of Third-Party
Why is Product Review?
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Product Review Style Approach
Documentation Style
Characteristic
Adopting by most of on-line shopping mall
Offering text-based information relating to Product
Limitless of amount of information which can be offered
Providing information directly/indirectly relating to product
Difficulty of achieving information relating to product when the amount of
Product Review is huge
– Existing of Product Review which is meaningless or reiteration of simple vocabulary
– Difficulty of managing Product Review
Difficulty of recovering the reliability of relating product when Product Review
is biased
– Information Cascade
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Product Review Style Approach
Image Style
Characteristic
Made by special reviewer such as early adopter
Adopted by special review site rather than on-line shopping mall
Providing information relating to product by both text and image
Providing information relating to the specific design and function of product
Difficulty of achieving information relating to product when the amount of
Product Review is huge
Difficulty of recovering the reliability of relating product when Product Review
is biased
– Run a commercialized review site
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Product Review Style Approach
Dashboard Style
Characteristic
Adopting to offer more implicative and faster information
Making purchasers to record with Product Review
Marking the core characteristic related to product by satisfaction measurement
On-line shopping mall offers the category related to satisfaction measurement
– Making limited facts to express the purchasers’ opinions
Easy to achieve information related to product when the amount of Product
Review is huge
Occurring the tendency of centralized if it’s made insincerely
Type
– 5 or 7 Scale of Star, Bar type
– Inaccurate expression of Frequency
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Satoshi, et al(2002)
“Mining Product reputations on the web”
Product review about Research trend
Product Review
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Product review about Research trendDave et al(2003)
“Mining the Peanut Gallery: Opinion Extraction and Semantic Classification of Product Reviews”
Product Review
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Product review about Research trendMing Hu and Bing Liu(2004)
“Mining and Summarizing Customer Reviews”
Product Review
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Product review about Research trendBing, et al(2005)
“Opinion Observer : Analyzing and ComparingOpinions on the Web”
Product Review
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Product review about Research trendGamon, et al(2005)
“Pulse: Mining Customers OpinionsFrom Free Text”
Product Review