REVIEW DRIVEN CUSTOMER SEGMENTATION FOR IMPROVED E-SHOPPING EXPERIENCE
REVIEW DRIVEN CUSTOMER SEGMENTATION FOR IMPROVED E-SHOPPING EXPERIENCE
复制标题
审查驱动的客户细分以改善电子购物体验
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Wolf
中科院分区：
文献类型：
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作者：
S. Homoceanu;Sergej Dechand;Wolf
尽管商业可能性很有趣，网络上的产品搜索和电子购物应用程序仍然努力提供令人满意的客户体验。主要的挑战可能是以评论的形式利用用户生成内容的力量。本文以手机为例表明，用户评论、意见和产品评级实际上可能与个人客户或群体的预期产品使用情况存在严重差异。通过调查个人基于任务的评级行为，我们发现客户细分与分面搜索等直观界面范例相结合，有望通过对抗信息洪流来显着增强用户体验。
Despite intriguing commercial possibility, product search on the Web and e-shopping applications still strive to offer satisfying customer experience. The major challenge probably is to harness the power of user generated content in the form of reviews. Using the example of cell phones this paper demonstrates that user reviews, opinions, and product ratings may actually severely differ with respect to the intended product usage of individual customers or groups. Investigating individual task-based rating behavior, we show that customer segmentation paired with intuitive interface paradigms like faceted search, promises to significantly enhance user experience by combating the information flood.