Sorting Online Reviews by Usefulness Based on the VIKOR Method

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1 Assocaton or Inormaton Systems AIS Electronc Lbrary (AISeL) Eleventh Wuhan Internatonal Conerence on e- Busness Wuhan Internatonal Conerence on e-busness Sortng Onlne Revews by Useulness Based on the VIKOR Method Hubn Sh School o Economcs and Management, Behang Unversty Chna, hhbbs@lve.cn Hong L School o Economcs and Management, Behang Unversty Chna Lu Lu School o Economcs and Management, Behang Unversty Chna L Wang School o Economcs and Management, Behang Unversty Chna Follow ths and addtonal works at: Recommended Ctaton Sh, Hubn; L, Hong; Lu, Lu; and Wang, L, "Sortng Onlne Revews by Useulness Based on the VIKOR Method" (2012). Eleventh Wuhan Internatonal Conerence on e-busness. Paper Ths materal s brought to you by the Wuhan Internatonal Conerence on e-busness at AIS Electronc Lbrary (AISeL). It has been accepted or ncluson n Eleventh Wuhan Internatonal Conerence on e-busness by an authorzed admnstrator o AIS Electronc Lbrary (AISeL). For more normaton, please contact elbrary@asnet.org.

2 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track 113 Sortng Onlne Revews by Useulness Based on the VIKOR Method Sh Hubn, L Hong, Lu Lu, Wang L School o Economcs and Management, Behang Unversty Chna Abstract: Onlne revew s a hot topc n the eld o electronc commerce. In ths paper, a ramework or evaluatng the qualty o onlne revews s proposed. Frst, the eatures o onlne revews are analyzed. And then, the VIKOR method s chosen to evaluate the onlne revews, whch are then sorted by the evaluatng results. Fnally, an example s gven to llustrate the method. Keywords: Electronc Commerce, Onlne Revew, Inormaton Qualty, VIKOR 1. INTRODUCTION Wth the ncreasng number o e-commerce webstes and types o goods, more and more people choose to shop on the e-commerce webstes. However, aced wth hundreds o products o the same type, most consumers wll be conused and overwhelmed by the possble choces. In order to assst consumers wth the decson makng, almost all the e-commerce webstes oer the onlne revew servce system, through whch users can post ther postve or negatve comments about the related goods. Electronc commerce onlne revew system manly has two mpacts on consumers decson makng: 1. For consumers wth no target good, onlne revew can provde hm/her wth valuable advce o whch one to choose. For example, a man who ntends to buy a laptop could reer to and compare the onlne revews o all knds o laptops, and then choose the most proper one. 2. Typcally, consumers can only acqure the basc eatures and some advantages o the products rom the ocal source, whch rarely release negatve normaton about ther goods. In comparson, onlne revew system wll tell not only the merts but also the shortcomngs o the products. Thereore, consumers wll understand the product n a comprehensve way. Although onlne revew system partly solves the problems o product normaton and choce, the number o onlne revews o some products s too large to be read by consumers. To solve ths problem, many electronc commerce webstes oer votng uncton-- Is ths revew helpul to you? The consumers can clck the buttons below each revew. I you nd the revew useul, you can clck yes, otherwse, clck no However, most o the onlne revews do not get any votes or get very ew votes, so the useulness votng uncton o onlne revew cannot take eect. As a result, consumers stll have to spend much tme readng the onlne revews. Consequently, ths paper proposed a method to order the onlne revews accordng to ther useulness degree. Ths method consders not only the number o votes, but also the normaton qualty o the onlne revews. Even there are no useul votes, ths method can also take eect. 2. THE FEATURES OF ONLINE REVIEW There are many lteratures studyng normaton qualty [1-10], but only a ew lteratures ocus on the qualty o onlne revews [1]. In ths paper, accordng to the lteratures, we select some normaton qualty eatures whch are sutable or onlne revews. Correspondng author. Emal: hhbbs@lve.cn(sh Hubn)

3 114 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track Revew qualty(a) Table 1. The eatures o onlne revews Belevablty(C1) Obectvty(C2) Intrnsc revew qualty(b1) Reputaton(C3) Relevancy(C4) Tmelness(C5) Contextual revew qualty(b2) Completeness(C6) Belevablty (C1) Ths actor s a measurement about what extent an normaton tem s credble. As Jndal and Lu [11] observed, the comments that are rated extremely hgh or extremely low, would possbly have suggestve normaton. Thereore, we presume that the devaton o product ratng o revewer be the ndcator o belevablty. The product ratng devaton o a revew (D1). Obectvty (C2) Ths actor s a measurement about what extent an normaton tem s based. As s well-known, the subectvty and sentment o comments mpact the reader s decson-makng. Thereore, we use the postvty and negatvty o comment s sentment as the ndcator o ths actor. The number o postve sentences (D2) The number o negatve sentences (D3) The number o neutral sentences (D4) Reputaton (C3) Ths actor s a measurement o what extent the revew s author s trusted. The proessonal revewers take the gude role n consumer s decson-makng. So we take the revewer s publcatons and recommended rankng gven by the e-commerce webstes. The number o revews wrtten by the revewer (D5) The rankng o the revewer (D6) Relevancy (C4) Ths actor s a measurement about what extent a revew mpacts decson-makng. Although there s a large normaton dversty o revews, helpul product revew means ths revew provdes the normaton some specc reader wants to know. Thereore, we use the ollowng quantty to measure the relevance o a revew. The number o tmes o the product name (D7) The number o tmes o brand names (D8) The number o tmes o webste names (D9) The number o tmes o other product names (D10) Tmelness (C5) Ths actor s a measurement about what extent the revew s normaton s up-to-date. The expred or duplcate revews would provde garbage normaton and also the readers wll lter them out automatcally. The degree o duplcate on o a revew (D11), dened as the maxmum cosne smlarty between the t-d vectors o the revew to those o revews publshed prevously. The nterval (n terms o the number o days) between the current revew and the rst revew o the product (D12). Completeness (C6) Ths actor s a measurement about what extent the revew s normaton s complete. The actve revewers

4 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track 115 wll provde normatve revews to cover varous aspect o products, such as eatures and speccatons o derent products. The number o derent product eatures (D13) The number o brand names (D14) The number o webstes (D15) The number o product names (D16) 3. ORDERING METHOD In order to evaluate each revew qualty, we choose VIKOR method whch was proposed by Oprcovc n 1998 [12, 13]. The VIKOR method s a compromsng multcrtera decson method o complex systems. It s not only an optmzaton method o compromse, but also based on TOPSIS (Technque or Order Preerence by Smlarty to Ideal Soluton) method. The VIKOR method rst computes the postve deal soluton and negatve deal soluton, and then computes the assessed value o each alternatves usng compromse optmzaton method, nally sorts the alternatves accordng to the dstance between assessed value and deal soluton. Ths method uses lnear standardzaton, and also consders decson makers utlty preerences. Ths method compromses the maxmzng group benet and the mnmzng personal regret o dssentng opnon, so the VIKOR s an optmal compromse solutons method o multcrtera decson makng. The VIKOR method uses an aggregate uncton whch s developed rom Lp-metrc. It s shown as ollows: L p n w 1 p 1 p 1 p, 1, 2,..., J, 1, 2,..., n, L p represents the dstance between alternatve a and deal soluton. The compromse soluton o the VIKOR method can be shown as gure 1, compromse soluton s the closest to the optmal soluton F, t s the compromse result between the two crtera c F,, 1 2 correspondng compromsng measures are c and c 2. 1 c 1 Nonneror Set c F F Feasble Set c 2 2 Fgure 1. The procedure o the VIKOR method s as ollows: Step 1: Compute the postve deal soluton Ideal and compromse solutons and negatve deal soluton max I, mn I 1 2 (1).

5 116 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track mn I, max I (2) 1 2 Where represents the value o th crteron uncton or the alternatve a, I 1 represents the benet crterons set, I 2 represents the cost crterons set. Step 2: Compute the group utlty value S and ndvdual regret value R. R S n w (3) max w (4) where w represents the weght o the th crteron. Step 3: Compute the rato values Q v Q, 1, 2,..., J S S S S vr R R R. 1 (5) where S mn S ; S max S R mn R ; ; R max R. v s ntroduced as weght o the strategy o the maorty o crtera (or the maxmum group utlty ), here v Step 4: Rank the alternatves, sortng by the values Q, R and S, n decreasng order. Step 5: When the ollowng two condtons are satsed, the compromse soluton sorted by Q s the best alternatve, the less Q s, the better the alternatve s. Condton 1: Q a Qa 1 J 1 where a represents the second best alternatve sorted by Q, a represents the best alternatve sorted by Q, J s the number o alternatves. Condton 2: Acceptable stablty n decson makng The S value o the best alternatve must also be better than the second best alternatve. Or The R value must also be better than the second best alternatve. When there are more than two alternatves, t s need to compare all the alternatves n turn to check they match condton 2. I the best alternatve and the second best alternatve sorted by Q satsy condton 1 and condton 2, the best alternatve sorted by Q wll be the optmal soluton; the best alternatve and the second best alternatve sorted by Q only satsy condton 2, all o the two alternatves wll be the optmal soluton. 4. EXAMPLE Three onlne revews are selected rom Amazon.cn as ollows.

6 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track 117 Fgure 2. Revew 1 Fgure 3. Revew 2 Fgure 4. Revew Conrmng the eatures o each revew The eatures o each revew are extracted as ollow tables. I the values o a crteron o the three revews are all zero or one, the crteron wll not be consdered. Table 2. The values o the eatures o the onlne revews D1 D3 D4 D5 D6 Revew Revew 无 Revew Table 3. The values o the eatures o the onlne revews D7 D9 D12 D13 D15 D16 Revew Revew Revew And then the data should be normalzed. Table 4. The normalzng values o the eatures o the onlne revews D1 D3 D4 D5 D6 Revew Revew 2 1/ /2 0 Revew /3 1 1 Table 5. The normalzng values o the eatures o the onlne revews D7 D9 D12 D13 D15 D16 Revew 1 1/ Revew 2 1/ Revew

7 118 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track 4.2 Sortng the revews Yes, t can be used as a process-orented desgn ramework or system developers, or a product-orented evaluaton ramework or system users/buyers. The common concept o system perormance connects the two elds: generally desgners want to produce hgh perormance systems, and lkewse users want to buy them. 0.25, 1,1,1,1,1,1,1,1,1,1,1 0, 0, 0,5, 0, 0.5, 0, 0.64,1, 0, 0 We assume that all the crtera are equally mportant, then accordng to equaton, S and R can be obtaned. Table 6. The S, R, Q values o the onlne revews Revew 1 Revew 2 Revew 3 S R Q And then the three revews can be sort by S, R and Q. Table 7. The sorted results Revew 1 Revew 2 Revew 3 S R Q Q 3 Q S1 S 3 It can be seen that revew 1 and revew 3 only satsy condton 2, so the nal order s: Revew 1=Revew 3 Revew 2 That s to say, revew 1 and revew 3 are more useul than revew CONCLUSIONS In ths paper, we proposed a ramework to evaluate and sort the qualty o onlne revews. Frst, the eatures o onlne revews are ound out, and then the VIKOR method s used to evaluate and sort the onlne revews, and nally, an example s gven to llustrate the eectveness o the method. In the uture work, there are two aspects can be mproved: mprovng the eatures o onlne revews to nsure that these eatures can be easly gotten through crawlng algorthms; choosng proper classcaton algorthm to sort the onlne revews accordng to useulness. ACKNOWLEDGEMENT Ths research was supported by the Natonal Natural Scence Foundaton o Chna (Grant No , , ), Natonal Socal Scence Foundaton o Chna (Grant No. 11AZD096), Scence Foundaton o Mnstry o Educaton o Chna (Grant No ), the Mnstry o Scence and

8 The Eleventh Wuhan Internatonal Conerence on E-Busness E-Busness and Developments Track 119 Technology o Chna (Grant No 2006BAK04A23); Qualty Inspecton Proect (Grant No , , ); Humantes and Socal Scences Plannng o Mnstry o Educaton o Chna (Grant No. 11YJA630044). REFERENCES [1] Chen C C, Tseng Y D. (2011). Qualty evaluaton o product revews usng an normaton qualty ramework. Decson Support Systems, 50(4): [2] Lee Y W, Strong D M, Kahn B K, Wang R Y. AIMQ: a methodology or normaton qualty assessment. Inormaton & Management, 40(2): [3] Wang R Y, Strong D M. (1996). Beyond accuracy: what data qualty means to data consumers. Journal o Management Inormaton Systems, 12(4): [4] Zest R H J, Hendrks P R H. (1996). Specyng sotware qualty wth the extended ISO model. Sotware Qualty Journal, 5(4): [5] Zmud R. (1978). Concepts, theores and technques: an emprcal nvestgaton o the dmensonalty o the concept o normaton, Decson Scences, 9(2): [6] Jarke M, Vasslou Y. (1997). Data warehouse qualty: a revew o the DWQ proect, Proceedngs o the Conerence on Inormaton Qualty, Cambrdge, MA, [7] Delone W H, McLean E R. Inormaton systems success: the quest or the dependent varable. Inormaton systems research, 3(1): [8] Goodhue D L. (1995) Understandng user evaluatons o normaton systems. Management Scence, 41(12): [9] Ballou D P, Pazer H L. Modelng data and process qualty n mult-nput, mult-output normaton systems, Management Scence 31(2): [10] Wang Y, Wang R Y. (1996). Anchorng data qualty dmensons n ontologcal oundatons, Communcatons o the ACM 39(11): [11] Jndal N, Lu B. (2008). Opnon Spam and Analyss. Proceedngs o the nternatonal conerence on Web Search and Web Data Mnng, [12] Oprcovc S. (1998). Multcrtera optmzaton o cvl engneerng systems. Faculty o Cvl Engneerng, Belgrade. [13] Oprcovc S, Tzeng G H. (2004). Compromse soluton by MCDM methods: A comparatve analyss o VIKOR and TOPSIS. European Journal o Operatonal Research, 156(2):