TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce
TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce
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DOI：
10.3868/s070-004-015-0021-2
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发表时间：
2016-01
影响因子：
4.5
通讯作者：
Liye Wang;J. Zhang;Wei Yan
中科院分区：
文献类型：
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作者：
Liye Wang;J. Zhang;Wei Yan
在电子商务中，网络产品的标题在吸引消费者和促进产品销售方面起着重要的作用。然而，目前的在线产品名称仅涵盖基本功能，无法准确反映消费者的偏好。针对这一问题，提出了一种基于在线评论分析的在线标题优化方法TOOR（Title Optimization based on Online Reviews）。在这项研究中，我们从消费者的角度分析和比较了从在线产品标题和在线评论中提取的产品特征，并将从评论中提取的特征应用于标题优化。为了验证该方法的有效性，本文选择四款典型智能手机作为实验样本，以Taobao.com为数据资源，进行了两个实验。实验结果表明，从在线评论中提取的特征能更好地反映消费者的关注度，TOOR方法优化后的标题更能吸引消费者，点击率更高。
Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR (Title Optimization based on Online Reviews). In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers' concern, and the titles optimized by the TOOR method are more appealing to consumers and have higher click-through rates.