基于在线评论的区域需求偏好识别方法

doi:10.16381/j.cnki.issn1003-207x.2019.07.016

中国管理科学 ›› 2019, Vol. 27 ›› Issue (7): 167-176.doi: 10.16381/j.cnki.issn1003-207x.2019.07.016

基于在线评论的区域需求偏好识别方法

王安宁^1,2, 张强^1,2, 彭张林^1,2, 倪鑫¹

1. 合肥工业大学管理学院, 安徽合肥 230009;
2. 过程优化与智能决策教育部重点实验室, 安徽合肥 23009

收稿日期:2017-08-27 修回日期:2017-12-13 出版日期:2019-07-20 发布日期:2019-08-01
通讯作者: 张强(1984-),男(汉族),四川绵阳人,合肥工业大学管理学院,副教授,研究方向:产品创新设计、研发工程管理、数据分析与知识管理,E-mail:qiang_zhang@hfut.edu.cn. E-mail:qiang_zhang@hfut.edu.cn
基金资助:
国家自然科学基金资助项目（71690235，71501055，71601066）

Identifying Regional Demand Preferences from Online Reviews

WANG An-ning^1,2, ZHANG Qiang^1,2, PENG Zhang-lin^1,2, NI Xin¹

1. School of Management, Hefei University of Technology, Hefei 230009, China;
2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009, China

Received:2017-08-27 Revised:2017-12-13 Online:2019-07-20 Published:2019-08-01

摘要/Abstract

摘要： 用户需求存在着区域差异，识别区域需求偏好是企业区域化经营策略的决策基础。为此，本文提出了一种基于在线评论的区域需求偏好识别框架。首先，从在线评论中提取产品特征，并判定产品特征的情感极性；然后，基于特征情感计算客户的产品满意度；最后，利用假设检验的方法识别特征情感极性和产品满意度的区域差异。为了验证框架的有效性，本文利用汽车之家网站上的汽车产品评论数据进行分析。实验结果表明，油耗、空间、外观和内饰等特征的情感极性以及产品满意度受区域因素的影响十分显著。研究结果建立起产品特征情感极性和产品满意度与区域特征的关联联系，为企业的区域化产品设计与营销策略提供理论支撑。

关键词: 在线评论, 区域偏好, 产品特征, 情感分析

Abstract: Due to the regional difference in customer needs,customer preferences of different region are not the same. Therefore, the identification of the relationship between customer preferences and regional characteristics has become the basis for decision-marking of regional management strategies. A framework of regional preference identification based on online product reviews is presented in this paper. Firstly, the product features are extracted from online reviews, and the sentiment polarity of product features is determined according to the emotion dictionary. Then, the product satisfaction is measured based on the feature sentiment. Finally, the hypothesis test method is used to identify the regional differences on customer satisfaction and sentiment polarity of product features. In order to verify the validity of the framework, the automotive product review data from autohome com are utilized for case studies. The experimental results show that customer satisfaction and sentiment polarity of fuel consumption, space, appearance and interior are significantly affected by the regional factors. The relationship between customer satisfaction, sentiment polarity of product features and regional characteristics is established to identify customer preferences in different regions and provide theoretical basis for regional design and marketing strategies of enterprises.

Key words: online reviews, regional preferences, product feature, sentiment analysis

中图分类号:

F727

王安宁, 张强, 彭张林, 倪鑫. 基于在线评论的区域需求偏好识别方法[J]. 中国管理科学, 2019, 27(7): 167-176.

WANG An-ning, ZHANG Qiang, PENG Zhang-lin, NI Xin. Identifying Regional Demand Preferences from Online Reviews[J]. Chinese Journal of Management Science, 2019, 27(7): 167-176.

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基于在线评论的区域需求偏好识别方法

Identifying Regional Demand Preferences from Online Reviews

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