Inconsistency Investigation between Online Review Content and Ratings
Inconsistency Investigation between Online Review Content and Ratings
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发表时间：
2018
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通讯作者：
Guohou Shan;Dongsong Zhang;Lina Zhou;Lingge Suo;Jaewan Lim;Chunming Shi
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作者：
Guohou Shan;Dongsong Zhang;Lina Zhou;Lingge Suo;Jaewan Lim;Chunming Shi
尽管在线消费者评论(OCR)在促进消费者购买决策方面发挥了巨大的作用，但产品评级和评论内容之间的潜在不一致可能会导致潜在消费者对产品的不确定性和困惑。本研究旨在调查这种不一致性，以便更好地帮助潜在消费者做出购买决策。首先，本研究通过情感分析从评论文本中提取评论者的情感。然后，通过皮尔逊相关系数(PCC)和盒图检验了产品评级和评论情绪之间的相关性和不一致性。接下来，我们比较了虚假评论和真实评论之间的不一致模式。基于对24,539条Yelp评论的分析，我们发现，尽管评分和情绪高度相关，但两者之间的不一致在虚假评论中比在真实评论中更加突出。比较还揭示了两种审查之间不同的不一致模式。
Despite the tremendous role of online consumer reviews (OCRs) in facilitating consumer purchase decision making, the potential inconsistency between product ratings and review content could cause the uncertainty and confusions of prospect consumers toward a product. This research is aimed to investigate such inconsistency so as to better assist potential consumers with making purchase decisions. First, this study extracted a reviewer’s sentiments from review text via sentiment analysis. Then, it examined the correlation and inconsistency between product ratings and review sentiments via Pearson correlation coefficients (PCC) and box plots. Next, we compared such inconsistency patterns between fake and authentic reviews. Based on an analysis of 24,539 Yelp reviews, we find that although the ratings and sentiments are highly correlated, the inconsistency between the two is more salient in fake reviews than in authentic reviews. The comparison also reveals different inconsistency patterns between the two types of reviews.