Managing online user-generated product reviews using multiple imputation methods

• Main Authors: Li, Cen Jhih, 李岑志
• Other Authors: Tang, Kwei
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/kew853

碩士 === 國立政治大學 === 統計學系 === 105 === Online user-generated product reviews have become a rich source of product quality information for both producers and customers. As a result, many E-commerce websites allow customers to rate products using scores, and some together with text comments. However, people usually comment only on the features they care about and might omit those have been mentioned by previous customers. Consequently, missing data occur when analyzing comments. In addition, customers may comment the features which influence neither their satisfaction nor sales volume. Thus, it is important to find the significant features so that manufacturers can improve the main defects. Our research focuses on modeling customer reviews and their influence on predicting overall ratings. We aim to understand whether, by filling up missing values, the critical features can be identified and the features rating authentically reflect customer opinion. Many previous studies fill whole the dataset, but not consider that customer reviews might be influenced by the foregoing reviews. We propose a method based on multiple imputation and fill the costumer reviews of Canon digital camera (SX210, SX230, SX260 generations) on Amazon. We design a simulation to verify the method’s effectiveness and the method get a great result on identifying the critical features.